Environmentalist identity and environmental striving

Abstract

Environmental identity has emerged as a motivator of a wide range of environmentally significant behaviours. Despite its promise, environmental identity is a complex concept that includes multiple facets and needs further explication. One facet is environmentalist identity, or what it means to be an environmentally friendly person as defined by mundane environmentalism in a given cultural milieu. Another facet is environmental striving, a more personal aspect of environmental identity which may motivate behaviours that go beyond mundane environmentalism. Studies with students and general public suggest that environmentalist identity and striving constitute overlapping, and yet complementary ..