Environmentalist identity and environmental striving

Environmental identity has emerged as a motivator of a wide range of environmentally significant behaviours. Despite its promise, environmental identity is a complex concept that includes multiple facets and needs further explication. One facet is environmentalist identity, or what it means to be an environmentally friendly person as defined by mundane environmentalism in a given cultural milieu. Another facet is environmental striving, a more personal aspect of environmental identity which may motivate behaviours that go beyond mundane environmentalism. Studies with students and general public suggest that environmentalist identity and striving constitute overlapping, and yet complementary aspects of environmental identity. Environmentalist identity is a motivator of multiple domains of environmental behaviours and embedded in people's worldviews about the natural and social worlds; however, environmental striving is an additional motivator of potentially more costly environmental behaviours, and even more intricately embedded in the views about the natural and social worlds. •Environmentalist identity and environmental striving are aspects of environmental identity.•Both identity and striving predict green discourse and shopping.•Environmental striving also predicts intentions to drive less.•Both identity and striving are rooted in views about nature and society.•Environmental strivers believe non-humans have minds more similar to humans than non-strivers.