Key factors determining pro-environmental behaviour to rejuvenate urban rivers: a socio-psychological perspective and intervention strategies

Intervention strategies for improving a degraded river need a comprehensive approach. While engineering solutions are essential for addressing environmental challenges, their effectiveness depends on a comprehensive understanding of community’s pro-environmental behaviours. This study aims to evaluate two critical pro-environmental behaviours- willingness to pay and willingness to contribute time—towards improving the severely degraded Mula–Mutha rivers in Pune, India. Primary household survey data, collected using the contingent valuation method, were analysed through two conceptual models. The first model used logistic regression to examine the behavioural decision to pay and contribute time and the second model extended the first model by applying the Theory of Planned Behaviour to assess the influence of socio-psychological factors on the respondent’s stated money and time contributions. The study finds that the decision to contribute towards environmental improvements and the magnitude of contributions are not determined by the same set of factors. Concern about water quality is a significant predictor of willingness to pay, while age, education, concern about water quality and prior volunteering experience significantly influence the willingness to contribute time. The predicted mean stated willingness to pay was USD 12.57 per household per annum, whereas the equivalent monetary value of time contribution was estimated at USD 53.52 per household per annum. The study posits that enhancing the condition of the Mula–Mutha rivers will not only reinforce rivers’ cultural and religious significance for the local community but will also enhance city’s biodiversity, recreational opportunities, and aesthetic appeal. Based on these findings, the study proposes practical intervention strategies to foster and promote pro-environmental behaviour among citizens.