Research Highlights

Pro-environmental identity plays a crucial role in shaping pro-environmental behaviour (PEB), yet the motivations underpinning its formation remain insufficiently understood. This study examines how eight key identity motives, including self-esteem, efficacy, continuity, distinctiveness, meaning, belonging, morality, and frugality, contribute to the development of a pro-environmental identity and influence individuals’ engagement in sustainable actions.

By clarifying these motivational drivers, this research advances understanding of how environmental values become central to individuals’ sense of self and translate into consistent behavioural outcomes. It highlights the psychological mechanisms that encourage long-term commitment to sustainability and explains why some individuals are more likely to adopt and maintain environmentally responsible practices across contexts.

This research will provide valuable and actionable insights for policymakers, educators, and environmental organisations seeking to promote sustainable behaviour. It supports the design of targeted interventions, educational initiatives, and communication strategies aligned with identity motives, thereby enhancing their effectiveness. Overall, this study makes a significant contribution to environmental psychology by strengthening the link between identity and behaviour and informing more impactful and inclusive approaches to fostering pro-environmental engagement across diverse populations. These insights also guide future research directions and support evidence-based policy development for global sustainability efforts across sectors and communities.