- As our environment continues to deteriorate, stronger efforts need to be placed on protective measures to combat climate change. It is therefore necessary to elucidate factors that influence individuals’ climate-protective behavior. Previous studies aimed to explain climate-protective behavior have mainly used the theory of planned behavior (TPB; Ajzen, 1985) and typically only focused on one specific climate- protective behavior (e.g., energy conservation). Further studies indicate that intention does not necessarily result in actual behavior (intention-behavior-gap). Based on this, we integrated two established approaches: (1) the TPB, and (2) the protection motivation theory (PMT; Rogers, 1975) into a model aimed at predicting individuals’ actual climate- protective behavior (and not only their intentions) more accurately. To represent climate-protective behavior in everyday life more extensively, we simultaneously assessed actual climate-protective behavior regarding daily climate-As our environment continues to deteriorate, stronger efforts need to be placed on protective measures to combat climate change. It is therefore necessary to elucidate factors that influence individuals’ climate-protective behavior. Previous studies aimed to explain climate-protective behavior have mainly used the theory of planned behavior (TPB; Ajzen, 1985) and typically only focused on one specific climate- protective behavior (e.g., energy conservation). Further studies indicate that intention does not necessarily result in actual behavior (intention-behavior-gap). Based on this, we integrated two established approaches: (1) the TPB, and (2) the protection motivation theory (PMT; Rogers, 1975) into a model aimed at predicting individuals’ actual climate- protective behavior (and not only their intentions) more accurately. To represent climate-protective behavior in everyday life more extensively, we simultaneously assessed actual climate-protective behavior regarding daily climate- protective transportation, grocery-shopping, and energy conservation. We conducted an online study in three mid- sized German cities with 150 participants. Participants completed a baseline survey measuring all elements of TPB and PMT regarding transportation, grocery shopping, and energy conservation at home. Afterwards, participants completed short follow-up surveys (experience sampling design) for 10 consecutive days reporting their daily behavior regarding climate-protection. The combined model led to only little more explained variance. Contradicting the theory behind both models, our results revealed that personal predictors were related to climate protective behaviors beyond intentions. Especially, potential reward and self- efficacy emerged as important antecedents leading to climate-protective intention and behavior—which could thereby be targeted in initiatives aimed at encouraging society to adopt climate-protective behavior.…
