In a time of environmental crisis, it's crucial for individuals to transition from expressing concern to exhibiting pro-environmental behavior. Before tangible actions are achieved, we must first understand how pro-environmental behavior is effectively promoted and inspired. In this study we use an experimental approach to measure and analyze seven pro-environmental behaviors in the context of individuals' values, beliefs, and norms; and social and physical distance to the issue of plastic pollution in water bodies. The issue of plastic pollution is presented as two video interventions - global and local. Through a unique intervention-based methodology this study attempted to connect an individual's geographical distance from an environmental resource (water body) to their values beliefs and norms towards that resource. By incorporating the Values Beliefs, Norms (VBN) theory and Construal Level theory of psychological distance I have developed a framework to understand how local and global framing of environmental messages might moderate the effect that values, beliefs, and norms have on individual pro-environmental behavior. The findings from this research further supports the VBN theory on self-reported behavior, and highlights the need of integrating psychological distance with VBN to explore actual human behavior.
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