Today more than ever, individuals, companies and governments are concerned about the environmental impact of our society in terms of pollution, surplus of waste, over-consumption and over-production, deforestation, climate change and global warming. Will these consequences push consumers to adopt more sustainable behaviors?
The most important objective of my research is to build on and extend the current body of knowledge about the environmental identity concept. The main contribution will be to develop a comprehensive model of the formation of environmental identity. By acquiring a better, more comprehensive and individual understanding of environmental identity, public authorities can implement awareness programs develop tailor-made educational programs and more precise communication to enhance environmental identity among the target populations. Such targeted actions may have a positive impact on sustainable consumer behaviors.
This research is based on a conceptual model of the processes by which environmental identity can be formed and how it can lead to responsible behavior on an individual level.