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Role of Environmental Beliefs, Values, and Identity in Pro-environmental Behavior: Verification of a Model on Eurasian-Asian Sample
Due to the global deterioration of the environment and climate change, researchers from various fields are studying the determinants of pro-environmental behavior. Cross-cultural models are of increasing interest as they identify both unique and universal factors in human-nature interactions. However, verification of such models on non-Western samples is limited. This study aims to explore the relationship between environmental beliefs, identity, values, and pro-environmental behavior in a Russian-Japanese sample. The study was conducted at two universities: Ehime University (Japan) (n = 147) and Chelyabinsk State University (Russia) (n = 223). A theoretical review led to the construction of the model that showed a good fit with empirical data in the Russian sample and a slightly poorer fit in the Japanese sample. The hypothesis was partially confirmed: environmental beliefs and identity, being interrelated, are the mediators in the relationship between internal values (self-development, respect and assistance to others, warm and caring relationships, creativity, love for nature, and careful attitude toward it) and pro-environmental behavior. The results expand understanding of the determinants of pro-environmental behavior in the cross-cultural context and outline directions for addressing environmental issues through values, beliefs, and identity.