Pro-environmental behavior can be facilicated or hindered by various factors such as
economic incentives, costs, social norms, values and opportunities. Our studies havefound different factors as effective in facilitating the behavior including economic
disincentive (congestion charging on car entry to city), universalism, biosphericvalues, intrinsic satisfaction and optimism-oriented attitudes.
Energy saving at
home

Intrinsic
satisfaction

SpilloverCongestion
charging

Environmentalvalues

Optimismorientation

Less car use

Proenvironmental
behavior

Alertness
Kaida & Kaida (2015, Environment, Development andSustainability; 2016, Environment, Development andSustainability; 2016, Social Indicators Research; 2017,Personality and Individual Differences)Liu, Kaida et al. (2020, IAPS), Liu et al., in preparation.
Zamri, Kaida et al. (2019, Journal of Cleaner Production)

Awareness

Yes, we have found people would feel happier when they practice pro-environmentalbehavior more regularly. Interestingly, this positive association continues over time.
This suggests that the more we become pro-environmental in daily practice, thehappier we will be, implying long-term positive spiral associations between being
good for the environment and psychological well-being.

Interaction withothers

Energy saving
Water savingLess car use
Waste reduction
Environmental purchase

Proenvironmental
behavior (T1)

Proenvironmental
behavior (T2)

Subjective wellbeing (T1)

Subjective wellbeing (T2)

Optimismorientation

Kaida & Kaida (2016, Environment, Development and Sustainability;
2016, Social Indicators Research; 2019, Quality of Life Research)tsukuba.ac.jp

scholar.google.com

Natural environment reduces mental fatigue, helps us feel calm, and enhances ourenvironmental attitudes. We examined the effects of urban landscape on feelings andbehaviors to find that connectedness to nature (“I feel myself as a part of nature”) andintentions of several pro-environmental behaviors increased after watching urban
nature landscape.
Connectedness tonature
63

Environmentallyresponsible transport

***

58

77

***

72

Built

67

*

53

62
57

48

Pre
Nature

Mixed

Post
Built

NaturePre

Post

Vertical axses indicate visual analogue scale scores.
Significant at p < .1*, .05** and .01***.

Kaida, Masuda et al. (2018, ICAP), Kaida et al., in preparation.

Mixed

Environment is of great value and protecting and improving the environment willbring us benefits in many senses. We have done contingent valuation studies toestimate willingness to pay (WTP) and examine demographic and psychologicalfactors influential on WTP for marine protected area management in Vietnam,
mangrove restoration in climate change context in Vietnam, forest reserve
management in Malawi, and so on.
Our major findings include that people are likely willing to pay more as they are moreeducated and concerned about the environmental damage as well as proposed
programs care not only environmental conservation but also local livelihoods that arepotentially affected.
Kabango & Kaida (2017, ESP9)
Kaida & Dang (2014, Journal of Environmental Information Science)Pham, Kaida et al. (2018, Ocean and Coastal Management)Interested in Environmental Psychology and Decision Making?

Contact: Naoko Kaida, Ph.D., Associate Professor
Environmental Decision Making Lab
Faculty of Engineering, Information and Systems, University of Tsukuba
naoko.kaida@sk.tsukuba.ac.jp, https://bit.ly/30ZJEyc (Google Scholar)

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