Understanding the Attitude-Behaviour Gap in Pro-Environmental Actions: The Influence of Knowledge and Norms
Abstract
To determine how the relationship between pro-environmental attitudes of consumers representing Generation Z and their pro-environmental behaviours is moderated by two selected predictor variables: (a) knowledge, (b) social norms, and legal norms.
Survey research using the CAWI method was conducted in Poland on a sample of 492 respondents - representatives of Generation Z.
Neither knowledge nor social and legal norms moderate the relationship between pro-environmental attitudes and behaviours of consumers representing Generation Z. Therefore, they cannot be attributed with responsibility for reducing the gap between these two elements. However, the two predictor variables mentioned above directly strengthen pro-environmental behaviours. The significance of these variables in explaining the size of the attitude-behaviour gap is moderate; however, the achieved research results allow for drawing essential conclusions of an application nature.
Knowledge, social norms, and legal norms are significant determinants that can shape consumer attitudes and behaviours, but they are not important enough in minimising the gap between these two elements concerning Generation Z consumers and in the context of environmental protection and well-being. We conclude that their direct impact on the pro-environmental behaviour of consumers may be only short-term.
References
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Liefländer, A. K., & Bogner, F. X. (2018). Educational impact on the relationship of environmental knowledge and attitudes. Environmental Education Research, 24(4), 611–624. https://doi.org/10.1080/13504622.2016.1188265
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Nahavandian, F., Naeimi, A., & Ranjbar, B. (2022). Roles of environmental knowledge in promoting agricultural students’ pro-environmental behaviors. Journal of Agricultural Science and Technology, 24(5), 1057–1071.
Ozili, P. K. (2023). The acceptable R-square in empirical modelling for social science research. In Social research methodology and publishing results: A guide to non-native English speakers (pp. 134–143). IGI Global. https://doi.org/10.4018/978-1-6684-6859-3.ch009
Paço, A., & Lavrador, T. (2017). Environmental knowledge and attitudes and behaviours towards energy consumption. Journal of Environmental Management, 197, 384–392. https://doi.org/10.1016/j.jenvman.2017.03.100
Pagiaslis, A., & Krystallis Krontalis, A. (2014). Green consumption behavior antecedents: Environmental concern, knowledge, and beliefs. Psychology & Marketing, 31(5), 335–348. https://doi.org/10.1002/mar.20698
Pothitou, M., Hanna, R. F., & Chalvatzis, K. J. (2016). Environmental knowledge, pro-environmental behaviour and energy savings in households: An empirical study. Applied Energy, 184, 1217–1229. https://doi.org/10.1016/j.apenergy.2016.06.017
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Redondo, I., & Puelles, M. (2017). The connection between environmental attitude-behavior gap and other individual inconsistencies: A call for strengthening self-control. International Research in Geographical and Environmental Education, 26(2), 107–120. https://doi.org/10.1080/10382046.2016.1235361
Saračević, S., Schlegelmilch, B. B., & Liobikienė, G. (2021). The impact of social norms on pro-environmental behavior: A systematic literature review of the role of culture and self-construal. Sustainability, 13(9), Article 5156. https://doi.org/10.3390/su13095156
Sheasby, J., & Smith, A. (2023). Examining the factors that contribute to pro-environmental behaviour between rural and urban populations. Sustainability, 15(7), Article 6179. https://doi.org/10.3390/su15076179
Schultz, P. W., Nolan, J. M., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2007). The constructive, destructive, and reconstructive power of social norms. Psychological Science, 18(5), 429–434. https://doi.org/10.1111/j.1467-9280.2007.01917.x
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Tassiello, V., & Tillotson, J. S. (2020). How subjective knowledge influences intention to travel. Annals of Tourism Research, 80, Article 102851. https://doi.org/10.1016/j.annals.2019.102851
Taufique, K. M. R., Polonsky, M. J., Vocino, A., & Siwar, C. (2019). Measuring consumer understanding and perception of eco-labelling: Item selection and scale validation. International Journal of Consumer Studies, 43(3), 298–314. https://doi.org/10.1111/ijcs.12510
Taufique, K. M. R., Vocino, A., & Polonsky, M. J. (2017). The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market. Journal of Strategic Marketing, 25(7), 511–529. https://doi.org/10.1080/0965254X.2016.1240219
Težak Damijanić, A., Pičuljan, M., & Goreta Ban, S. (2023). The role of pro-environmental behavior, environmental knowledge, and eco-labeling perception in relation to travel intention in the hotel industry. Sustainability, 15(13), Article 10103. https://doi.org/10.3390/su151310103
Thøgersen, J. (2000). Psychological determinants of paying attention to eco-labels in purchase decisions: Model development and multinational validation. Journal of Consumer Policy, 23(3), 285–313. https://doi.org/10.1023/A:1007122319675
Tofighi, M., & Jackson, T. W. (2022). Environmental knowledge gap: The discrepancy between perceptual and actual impact of pro-environmental behaviors among university students. Journal of Public Affairs, 22(2), Article e2426. https://doi.org/10.1002/pa.2426
Varoglu, L., Temel, S., & Yılmaz, A. (2018). Knowledge, attitudes and behaviours towards the environmental issues: Case of Northern Cyprus. Eurasia Journal of Mathematics, Science and Technology Education, 14(3), 997–1004. https://doi.org/10.12973/ejmste/81153
Wang, S., Wang, J., Wang, Y., Yan, J., & Li, J. (2018). Environmental knowledge and consumers’ intentions to visit green hotels: The mediating role of consumption values. Journal of Travel & Tourism Marketing, 35(9), 1261–1271. https://doi.org/10.1080/10548408.2018.1490234
Wyss, A. M., Knoch, D., & Berger, S. (2022). When and how pro-environmental attitudes turn into behavior: The role of costs, benefits, and self-control. Journal of Environmental Psychology, 79, Article 101748. https://doi.org/10.1016/j.jenvp.2021.101748
Zaikauskaitė, L., Butler, G., Helmi, N. F. S., Robinson, C. L., Treglown, L., Tsivrikos, D., & Devlin, J. T. (2022). Hunt-Vitell’s general theory of marketing ethics predicts ‘attitude-behaviour’ gap in pro-environmental domain. Frontiers in Psychology, 13, Article 732661. https://doi.org/10.3389/fpsyg.2022.732661
Zhang, J., & Cao, A. (2025). The psychological mechanisms of education for sustainable development: Environmental attitudes, self-efficacy, and social norms as mediators of pro-environmental behavior among university students. Sustainability, 17(3), Article 933. https://doi.org/10.3390/su17030933
Zhang, Y., Du, J., & Boamah, K. B. (2023). Green climate and pro-environmental behavior: Addressing attitude-behavior gaps towards promoting sustainable development. Sustainable Development, 31(4), 2428–2445. https://doi.org/10.1002/sd.2520
Zsóka, Á., Marjainé Szerényi, Z., Széchy, A., & Kocsis, T. (2013). Greening due to environmental education? Environmental knowledge, attitudes, consumer behavior and everyday pro-environmental activities of Hungarian high school and university students. Journal of Cleaner Production, 48, 126–138. https://doi.org/10.1016/j.jclepro.2012.11.030
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Bamberg, S., & Möser, G. (2007). Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behaviour. Journal of Environmental Psychology, 27(1), 14–25. https://doi.org/10.1016/j.jenvp.2006.12.002
Bouman, T., van der Werff, E., Perlaviciute, G., & Steg, L. (2021). Environmental values and identities at the personal and group level. Current Opinion in Behavioral Sciences, 42, 47–53. https://doi.org/10.1016/j.cobeha.2021.02.022
Casaló, L. V., Escario, J.-J., & Rodriguez-Sanchez, C. (2019). Analysing differences between different types of pro-environmental behaviors: Do attitude intensity and type of knowledge matter? Resources, Conservation and Recycling, 149, 56–64. https://doi.org/10.1016/j.resconrec.2019.05.024
Chwialkowska, A., Bhatti, W. A., & Glowik, M. (2020). The influence of cultural values on pro-environmental behavior. Journal of Cleaner Production, 268, Article 122305. https://doi.org/10.1016/j.jclepro.2020.122305
Cialdini, R. B., Reno, R. R., & Kallgren, C. A. (1990). A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58(6), 1015–1026. https://doi.org/10.1037/0022-3514.58.6.1015
Croes, E., & Bartels, J. (2021). Young adults’ motivations for following social influencers and their relationship to identification and buying behavior. Computers in Human Behavior, 124, Article 106910. https://doi.org/10.1016/j.chb.2021.106910
Dietz, T., Stern, P. C., & Guagnano, G. A. (1998). Social structural and social psychological bases of environmental concern. Environment and Behavior, 30(4), 450–471. https://doi.org/10.1177/001391659803000402
Erhabor, N. I., & Don, J. U. (2016). Impact of environmental education on the knowledge and attitude of students towards the environment. International Journal of Environmental and Science Education, 11(12), 5367–5375.
Frick, J., Kaiser, F. G., & Wilson, M. (2004). Environmental knowledge and conservation behavior: Exploring prevalence and structure in a representative sample. Personality and Individual Differences, 37(8), 1597–1613. https://doi.org/10.1016/j.paid.2004.02.015
Gifford, R. (2011). The dragons of inaction: Psychological barriers that limit climate change mitigation and adaptation. American Psychologist, 66(4), 290–302. https://doi.org/10.1037/a0023566
Gürbüz, İ. B., & Özkan, G. (2019). Consumers’ knowledge, attitude and behavioural patterns towards the liquid wastes (cooking oil) in Istanbul, Turkey. Environmental Science and Pollution Research, 26(16), 16529–16536. https://doi.org/10.1007/s11356-019-05078-1
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Press.
Heimlich, J. E., & Ardoin, N. M. (2008). Understanding behavior to understand behavior change: A literature review. Environmental Education Research, 14(3), 215–237. https://doi.org/10.1080/13504620802148881
Hu, C., Pan, W., Wen, L., & Pan, W. (2025). Can climate literacy decrease the gap between pro-environmental intention and behaviour? Journal of Environmental Management, 373, Article 123929. https://doi.org/10.1016/j.jenvman.2024.123929
Jacobson, J., & Gruzd, A. (2020). Cybervetting job applicants on social media: The new normal? Ethics and Information Technology, 22(2), 175–195. https://doi.org/10.1007/s10676-020-09526-2
Jackson, E. (2025). Integrating Economic Philosophy into Sierra Leone’s Educational System: A Comparative Strategy for Sustainable Socio-Economic Development. Journal of Research in Educational Sciences, 16(2), 61 - 67. https://doi.org/10.14505/jres.v16.2(20).03
Kaiser, F. G., & Fuhrer, U. (2003). Ecological behavior’s dependency on different forms of knowledge. Applied Psychology, 52, 598–613. https://doi.org/10.1111/1464-0597.00153
Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239–260. https://doi.org/10.1080/13504620220145401
Kukkonen, J., Kärkkäinen, S., & Keinonen, T. (2018). Examining the relationships between factors influencing environmental behaviour among university students. Sustainability, 10(11), Article 4294. https://doi.org/10.3390/su10114294
Levine, D. S., & Strube, M. J. (2012). Environmental attitudes, knowledge, intentions and behaviors among college students. The Journal of Social Psychology, 152(3), 308–326. https://doi.org/10.1080/00224545.2011.604363
Liefländer, A. K., & Bogner, F. X. (2018). Educational impact on the relationship of environmental knowledge and attitudes. Environmental Education Research, 24(4), 611–624. https://doi.org/10.1080/13504622.2016.1188265
Liu, Q. (2010). A multilevel analysis of determinants of pro-environmental behavior (PEB) in China: A case from Tianjin. In 2010 4th International Conference on Bioinformatics and Biomedical Engineering (pp. 1–5). https://doi.org/10.1109/ICBBE.2010.5517133
Luh, Y.-H., Tsai, M.-H., & Chang, Y.-C. (2023). Actions speak louder than words: Adoption of sustainable farming practices based on an integrated model. Journal of Cleaner Production, 416, Article 137856. https://doi.org/10.1016/j.jclepro.2023.137856
Nahavandian, F., Naeimi, A., & Ranjbar, B. (2022). Roles of environmental knowledge in promoting agricultural students’ pro-environmental behaviors. Journal of Agricultural Science and Technology, 24(5), 1057–1071.
Ozili, P. K. (2023). The acceptable R-square in empirical modelling for social science research. In Social research methodology and publishing results: A guide to non-native English speakers (pp. 134–143). IGI Global. https://doi.org/10.4018/978-1-6684-6859-3.ch009
Paço, A., & Lavrador, T. (2017). Environmental knowledge and attitudes and behaviours towards energy consumption. Journal of Environmental Management, 197, 384–392. https://doi.org/10.1016/j.jenvman.2017.03.100
Pagiaslis, A., & Krystallis Krontalis, A. (2014). Green consumption behavior antecedents: Environmental concern, knowledge, and beliefs. Psychology & Marketing, 31(5), 335–348. https://doi.org/10.1002/mar.20698
Pothitou, M., Hanna, R. F., & Chalvatzis, K. J. (2016). Environmental knowledge, pro-environmental behaviour and energy savings in households: An empirical study. Applied Energy, 184, 1217–1229. https://doi.org/10.1016/j.apenergy.2016.06.017
Recio-Román, A., Recio-Menéndez, M., & Román-González, M. V. (2024). Examining the attitude–behavior gap in EU ecolabel adoption: A mediation path analysis. Sustainability, 16(16), Article 7214. https://doi.org/10.3390/su16167214
Redondo, I., & Puelles, M. (2017). The connection between environmental attitude-behavior gap and other individual inconsistencies: A call for strengthening self-control. International Research in Geographical and Environmental Education, 26(2), 107–120. https://doi.org/10.1080/10382046.2016.1235361
Saračević, S., Schlegelmilch, B. B., & Liobikienė, G. (2021). The impact of social norms on pro-environmental behavior: A systematic literature review of the role of culture and self-construal. Sustainability, 13(9), Article 5156. https://doi.org/10.3390/su13095156
Sheasby, J., & Smith, A. (2023). Examining the factors that contribute to pro-environmental behaviour between rural and urban populations. Sustainability, 15(7), Article 6179. https://doi.org/10.3390/su15076179
Schultz, P. W., Nolan, J. M., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2007). The constructive, destructive, and reconstructive power of social norms. Psychological Science, 18(5), 429–434. https://doi.org/10.1111/j.1467-9280.2007.01917.x
Sunstein, C. R. (2000). Deliberative trouble? Why groups go to extremes. Yale Law Journal, 110(1), 71–119. https://doi.org/10.2307/797587
Tassiello, V., & Tillotson, J. S. (2020). How subjective knowledge influences intention to travel. Annals of Tourism Research, 80, Article 102851. https://doi.org/10.1016/j.annals.2019.102851
Taufique, K. M. R., Polonsky, M. J., Vocino, A., & Siwar, C. (2019). Measuring consumer understanding and perception of eco-labelling: Item selection and scale validation. International Journal of Consumer Studies, 43(3), 298–314. https://doi.org/10.1111/ijcs.12510
Taufique, K. M. R., Vocino, A., & Polonsky, M. J. (2017). The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market. Journal of Strategic Marketing, 25(7), 511–529. https://doi.org/10.1080/0965254X.2016.1240219
Težak Damijanić, A., Pičuljan, M., & Goreta Ban, S. (2023). The role of pro-environmental behavior, environmental knowledge, and eco-labeling perception in relation to travel intention in the hotel industry. Sustainability, 15(13), Article 10103. https://doi.org/10.3390/su151310103
Thøgersen, J. (2000). Psychological determinants of paying attention to eco-labels in purchase decisions: Model development and multinational validation. Journal of Consumer Policy, 23(3), 285–313. https://doi.org/10.1023/A:1007122319675
Tofighi, M., & Jackson, T. W. (2022). Environmental knowledge gap: The discrepancy between perceptual and actual impact of pro-environmental behaviors among university students. Journal of Public Affairs, 22(2), Article e2426. https://doi.org/10.1002/pa.2426
Varoglu, L., Temel, S., & Yılmaz, A. (2018). Knowledge, attitudes and behaviours towards the environmental issues: Case of Northern Cyprus. Eurasia Journal of Mathematics, Science and Technology Education, 14(3), 997–1004. https://doi.org/10.12973/ejmste/81153
Wang, S., Wang, J., Wang, Y., Yan, J., & Li, J. (2018). Environmental knowledge and consumers’ intentions to visit green hotels: The mediating role of consumption values. Journal of Travel & Tourism Marketing, 35(9), 1261–1271. https://doi.org/10.1080/10548408.2018.1490234
Wyss, A. M., Knoch, D., & Berger, S. (2022). When and how pro-environmental attitudes turn into behavior: The role of costs, benefits, and self-control. Journal of Environmental Psychology, 79, Article 101748. https://doi.org/10.1016/j.jenvp.2021.101748
Zaikauskaitė, L., Butler, G., Helmi, N. F. S., Robinson, C. L., Treglown, L., Tsivrikos, D., & Devlin, J. T. (2022). Hunt-Vitell’s general theory of marketing ethics predicts ‘attitude-behaviour’ gap in pro-environmental domain. Frontiers in Psychology, 13, Article 732661. https://doi.org/10.3389/fpsyg.2022.732661
Zhang, J., & Cao, A. (2025). The psychological mechanisms of education for sustainable development: Environmental attitudes, self-efficacy, and social norms as mediators of pro-environmental behavior among university students. Sustainability, 17(3), Article 933. https://doi.org/10.3390/su17030933
Zhang, Y., Du, J., & Boamah, K. B. (2023). Green climate and pro-environmental behavior: Addressing attitude-behavior gaps towards promoting sustainable development. Sustainable Development, 31(4), 2428–2445. https://doi.org/10.1002/sd.2520
Zsóka, Á., Marjainé Szerényi, Z., Széchy, A., & Kocsis, T. (2013). Greening due to environmental education? Environmental knowledge, attitudes, consumer behavior and everyday pro-environmental activities of Hungarian high school and university students. Journal of Cleaner Production, 48, 126–138. https://doi.org/10.1016/j.jclepro.2012.11.030
Published
2026-08-28
How to Cite
JASIULEWICZ, Anna et al.
Understanding the Attitude-Behaviour Gap in Pro-Environmental Actions: The Influence of Knowledge and Norms.
Journal of Environmental Management and Tourism, [S.l.], v. 17, n. 3, p. 360 - 370, aug. 2026.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/9619>. Date accessed: 02 sep. 2026.
doi: https://doi.org/10.14505/jemt.v17.3(83).09.
Section
Article
Copyright© 2025 The Author(s). Published by ASERS Publishing 2025. This is an open access article distributed under the terms of CC-BY 4.0 license.