Green climate and pro‐environmental behavior: Addressing attitude‐behavior gaps towards promoting sustainable development

Based on the Stimulus‐Organism‐Response theory, this paper extends knowledge by examining both the direct and indirect effect of green climate on pro‐environmental behavior whilst incorporating the following two multidimensional measures: group identification and social norm measure as mediator and moderator, respectively. The study extends current knowledge by addressing the attitude‐behavior gaps eminent in most papers. Consequently, this study provides in depth knowledge on the mechanisms underpinning the role of individuals and also their role as influenced by the group they belong to. Further, this study proffer knowledge from the perspective of both private and public sphere pro‐environmental behavior. The present study employed structural equation modeling using a survey from a dataset of 836 respondents. The findings revealed that green climate positively influence public‐sphere behavior. Further, green climate indirectly affects private‐sphere behavior through group identification. Again, our study found that group identification partially mediates the relationship between green climate and public‐sphere behavior. The theoretical and practical implications of these findings are further discussed.