Promoting environmentally conscious behaviour requires an understanding of the complex cognitive mechanisms by which people decide to act environmentally. Research suggests that locus of control (LOC), or the extent to which a person feels his or her own actions can produce broader change, is an important predictor of environmental behaviour; however, little is known about how LOC interacts with other cognitive motivators. This study uses a nationwide survey from China to test whether LOC moderates the effect of environmental attitudes on behaviour. Respondents with external LOC (i.e., those who believe personal actions cannot produce change) reported lower pro-environmental behaviour than those with internal LOC (i.e., those who believe personal actions can produce change). In addition, the influence of environmental attitudes on pro-environmental behaviour was stronger among respondents with external LOC than those with internal LOC. These results support efforts to promote conservation in China by promoting internal LOC and add a novel suggestion that attitude-based messaging is more efficacious among audiences with external LOC.

Species and ecosystems are under constant pressure from a rapidly-growing human population. Human tolerance of carnivores, including the willingness to live in areas with these predators, is key to the success of large carnivore conservation. In the Scandinavian Peninsula, large carnivore populations conflict with human activity; low tolerance among local people may lead to illegal hunting. A survey of 2521 Scandinavian respondents to measure environmental value orientation, using the new environmental paradigm (NEP) scale and attitudes toward large carnivores, revealed attitudes towards the presence of carnivores were not related to carnivore abundance. Nor was there a significant relationship between environmental value orientation and personal experiences with loss of domestic sheep or hunting dogs. Environmental values were mainly explained by country differences; Swedes had a more ecocentric value orientation than Norwegians. Significantly more Norwegians (45 %) than Swedes (19 %) responded that there were too many carnivores in their country. Historic differences in how government is perceived between Norway and Sweden may result in different attitudes towards illegal hunting and towards carnivores. Specifically, Norwegians may hold a more anthropocentric view, based on a suspicion of central authorities, whereas Swedes may hold a more ecocentric view.

China currently faces severe environmental challenges, and information regarding the predictors of pro-environmental behaviour in China is needed to manage them. This study addresses this need by modelling the sociodemographic and attitudinal factors predicting pro-environmental behaviour in urban China. Pro-environmental behaviour was modelled as a function of environmental attitude (measured using the new environmental paradigm) and various sociodemographic characteristics. Respondents who were employed, holding leadership positions, living in larger cities and single were more likely to participate in pro-environmental behaviour. These results accord with previous studies suggesting being female, younger, highly educated and having environmentally oriented attitudes increased the odds of participating in pro-environmental behaviour. The rapid urbanization and economic development in China may significantly impact pro-environmental behaviour in the future.