Pro-environmental behavior and subjective well-being: Culture has a role to play

This paper explores the relationship between pro-environmental behaviors (PEBs) and subjective well-being (SBW) through the lens of cultural values. Using data from a global sample of individuals from the World Value Surveys, we show that there is a strong positive link between PEBs and SWB. Importantly, we highlight the role that culture plays in this relationship. We show that the positive link between PEBs and SBW is less pronounced for people with a more individualistic value system. We argue and demonstrate empirically that individualists display higher levels of PEB, and this translates into lower marginal SWB from PEB due to diminishing marginal utility.