Theoretical Framework

Motivations for pro-environmental action can be considered through both individual and social lenses. For collective action, though, social and group connections are more significant than motivators for individual behavioral change. Action is defined as ‘collective’ whenever “disadvantaged group members self-categorize as a member of that group and are motivated to achieve that group’s goals (e.g., to improve the group’s conditions or more generally to seek social change) through some form of action (i.e., signing a petition, attending a mass demonstration)”. Collective action in this context presupposes the need for a social group.