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Abstract ▼ AI-Helper

Indicators of pro-environmental behavior have been widely used to assess the degree of an individual's environmental friendliness. Typical indicators are resources saving, energy saving, environment protecting actions and support for environmental protection. However, such indicators, which have bee...

Indicators of pro-environmental behavior have been widely used to assess the degree of an individual's environmental friendliness. Typical indicators are resources saving, energy saving, environment protecting actions and support for environmental protection. However, such indicators, which have been used in previous studies, have ignored the impacts of the consumption scale on the environment. This study begins with the assumption that the attempt to assess one's environmental friendliness, that does not take into account the level of one's scale of consumption, can be misleading. Thus, to address the limits of the existing indicators and to propose the importance of developing new indicators that reflect the scale of consumption, have introduced a new concept called 'Pro-environmental Consumption Literacy.' With this concept, we empirically examine whether the introduction of this concept changes the results of the existing surveys. The study reveals that while the surveys based on the existing indicators showed that women, large-income earners, and highly educated people are more environmentally friendly, the surveys based on the new indicators show that women and large-income earners turned out to be less environmentally friendly because of their big scale of consumption. Thus, when combining the existing indicators with the new indicators, with all other conditions remaining the same, it is difficult to conclude that women, large income earners, and highly educated people are more environmentally friendly than men. low-income earners, or low educated people. This study determines that the existing pro-environmental behavior indicators are not adequate due to the lack of understanding of environmental friendliness and implies that there is a need to reconstruct new pro-environmental behavior indicators that reflects the concept of 'Pro-environmental Consumption Literacy.'

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