Seeing the forest as well as the trees: general vs. specific predictors of environmental behavior

The domain of environmental protection is comprised from many sub-domains as recycling, conserving water, or reducing the consumption of energy. The attitude–behavior gap is partly explained by the gap between the specificity levels of the particular measured behavior and of its antecedent(s). The present study aimed at assessing the effects of general vs. domain-specific behavior’s proximal antecedents included in the theory of planned behavior (TPB) model (intentions, attitudes towards the behavior, subjective norms, and perceived behavioral control) on performance of specific environmental behaviors (EBs) in five environmental sub-domains. We found that in all of the environmental domains examined, a specifically worded TPB model predicted specific behaviors better than a generally worded TPB model did. However, the magnitude of the improvement varied among behavioral domains and the improvement did not arise from the same TPB elements in every domain. The implications for environmental education and for EB research are discussed.