Valuation of perceived difficulty to performance pro-environmental behaviours

Abstract

Abstract
Performing pro-environmental behaviors (PEB) has a behavioral cost, which can be propose as the difficulty that the action hold for people. The aim of this study was to evaluate perceived difficulty of various daily pro-environmental behaviors from two sources: hierarchy of behaviors and their execution report. Thirty pro-environmental behaviors were distributed in two formats, each of them was applied to a different sample (the first N1=168 and the second N2= 168), all of them are habitants of the Mexico Valley Metropolitan Area, with an age superior to 18 years old. Hierarchy was analyzed with the relative priority percentage method, and the performing of behaviors was analyzed the most difficult behaviors perceived and presented a high difficulty index, are linked to mobility and green shopping, meanwhile, the easiest behaviors were actions highly promoted in Mexico: not littering, waste separation behavior, or turn off lights. The implications of analysis methods used are discussed, as well as the contributions to the knowledge of the behavioral cost of PEB.