Environmentally Friendly Behavior: Can Heterogeneity Among Individuals and Contexts/Environments be Harvested for Improved Sustainable Management?

The study of behavior with environmental consequences (recycling, water conservation, etc.) has received significant attention from social scientists over the past few decades. However, few studies have closely examined the systematic heterogeneity of behavior with environmental consequences. This study tests two specific hypotheses about such heterogeneity: that individuals differ systematically in their patterns of behavior with environmental consequences and that behavioral patterns systematically differ between context/environments. Both hypotheses are investigated empirically in the home and vacation environment. Results support the assumption that systematic differences in behavioral patterns exist across individuals. With respect to context/environment dependence, some groups of individuals do not change their behavior much between contexts/environments. The majority, however, tend to engage in fewer proenvironmental behaviors in the vacation context. These findings have significant implications for environmentally sustainable management, both for local councils and tourism destinations.