Addressing the gender environmentalism gap: The role of universalism, self‐construal, and perceived urbanization in shaping environmental prioritization

Abstract In recent years, research has increasingly focused on identifying the psychological factors that encourage individual commitment to environmental protection, while also highlighting significant gender differences in environmental concern. The present study investigates the psychological variables associated with the prioritization of environmental protection, with a specific focus on the value of universalism and the self‐construal dimension of self‐interest versus commitment to others. In particular, it explores whether these variables interact with gender and perceived urbanization of the residential context in influencing environmental prioritization. A sample of 282 Italian adults ( M age = 31.02, SD = 12.82) completed an online questionnaire including measures of universalism, self‐construal, and environmental prioritization. The results showed that, overall, women assign greater importance to environmental protection compared to men. However, three‐way interaction analyses revealed that, among men, the importance attributed to environmental protection varied as a function of perceived urbanization and individual psychological orientation: in rural settings, it was positively associated with universalist values and commitment to others, whereas in urban contexts, it was more strongly linked to self‐interest. No significant interaction effects were found among women. These findings suggest that support for environmental protection among men may be associated with different motivational pathways depending on the residential context, offering insights for the design of more effective strategies to promote pro‐environmental behaviors.