How Green Self Image is Related to Subjective Well-Being: Pro-Environmental Values as a Social Norm

Recent literature has found that individuals holding a greener self-image display higher levels of life satisfaction. We extend the single-country setting of that research to a transnational perspective and explore whether a relationship exists between green self-image (GSI) and life satisfaction (LS), both European-wide and at the national level. In order to explain differences in the GSI-LS relationship across nations and time, we study the role of pro-environmental values as a shared social norm. We find a significantly positive GSI-LS relationship in a pool of 35 European countries and in the majority of individual countries. In addition, we show that the wellbeing benefit of holding a green self-image is greater in societies that display more unanimity with respect to pro-environmental attitudes. Invoking the notion of social norms as shared agreements about what is appropriate and inappropriate, we take the latter finding to indicate that part of the well-being benefit from holding pro environmental values derives from conformity to a social norm.