A CONCEPTUAL FRAMEWORK FOR STUDYING ENVIRONMENTAL MENTALITY AND BEHAVIOR

Introduction We proceed from a broad definition proposed by Milton (1996:33): "environmentalism is a concern to protect the environment through human effort and responsibility . wherever and in whatever form it exists", and we will use this term rather loosely, synonymously with such concepts as "ecological mentality" or "environmental friendliness". Environmentalism is a certain way of thinking about the environment and a practical way of relating to it. Modern environmentalism as a particular field of thought and actions is quite a recent invention, its emergence is usually dated to late 1960s and early 1970s, resulting from various intellectual developments and forms of practice. Macnaghten and Urry (1998:73) describe contemporary environmentalism as risen from ". English Romanticism, the traditions of preservationism, critique of postwar modernization, science-based critiques of unlimited growth, the expansion of ecology and nature conservation expertise, the counter-cultural movement, the mediatization of social life. ". Environmentalism is a complex social phenomenon, covering various forms of thought and practice, including new elements of individual lifestyle (selective consuming, recycling), green-colored group initiatives (from local save the forest initiatives to Greenpeace actions), and global political programs, conventions and agendas. The common denominator for such a variety of forms is a concern about the state of natural environment, and a concern about human-nature relations. Environmentalism became one of the most influential social and political paradigms of the late 20th century, remaining at the same time quite controversial. First of all because it has started to question the very foundations of the mainstream Western political and economical establishment, trying to find the balance between the obviously contradictory forces of a modern world. As Matthew Gandy (1997:154) describes it: "The postmodern era, as distinctive historical period since the early 1970s, is a deeply paradoxical one for environmental discourse. On the one hand, social and economic developments have facilitated the emergence of "post-material" political concerns with lifestyle issues such as environmental quality. On the other hand, the underlying dynamic of global social, economic and political change has been towards neoliberal deregulation, higher levels of worldwide consumption and an acceleration in environmental degradation and resource use at a global level. Contemporary environmental discourse has scarcely begun to reconcile these contradictory developments". The emerging need for such a "reconciliation" has inevitably meant that environmental issues gradually overcame the limits of being a field of study predominantly for natural sciences. Contemporary environmentalism is first of all a social and political issue, studied by very different disciplines, from biology to economy, from psychology to law and medicine. In this article we will make an attempt to approach the issue from the social-psychological viewpoint. Our aim is analytical--to clarify the main concepts that are used when speaking about environmentalism in the context of person-nature relations. We will also present some hypotheses about the specific features of environmentalism in transitional societies, which might stand as a framework for empirical studies of the issue in this part of the world. Components of environmentalism Departing from the person-environment interaction perspective, empirical manifestations of environmentalism may be analytically divided into three kinds of phenomena. Firstly, a cognitive representation about the situation in the natural and human world, secondly--an evaluation or standpoint in relation to this situation, thirdly--an activity or restraint from activity in relation to the environment. The first, cognitive (or non-evaluative) component of environmentalism may be revealed in generalized and specific knowledge (and misconceptions) about the environment and environmental consequences of human activities; ecological beliefs and belief systems; representations of public environmental debates on environmental issues; categories, meanings and explanations that are organized in the form of lay theories and myths of nature; perception and understanding of ecological threats and available options, etc. …