Study on the Difference of Determinants of Pro-environmental Behavior Derived from its Sociality

Abstract

 Pro-environmental behavior which needed for sustainable society may have deferent determinants or effect from it according to character of behavior. This study intended to provide knowledge for effective promotion of pro-environmental behavior by clarifying deference determinants and its effects of behavior caused by character of behavior. In the result, it become clear that low-sociality behavior strongly affected from cost-benefit evaluation, and high-sociality behavior strongly affected from social norm evaluation by covariance structure analysis using reply data of questionnaire survey. There was deferent result from previous studies what may caused by today's social situation.