How subjective well-being affects pro-environmental behaviors: evidence from rural China

Understanding the psychological determinants of pro-environmental behaviors (PEBs) is crucial for promoting sustainability, yet the role of subjective well-being (SWB) in shaping rural residents' environmental actions remains underexplored, particularly in the Chinese context. This study examines how SWB influences PEBs among rural residents in China, with attention to underlying mechanisms and heterogeneous effects. Using pooled data from the 2019 and 2021 Chinese Social Survey (CSS) comprising 9,768 observations, we employ a two-stage residual inclusion (2SRI)approach to address potential endogeneity bias in the relationship between SWB and PEBs. Robustness checks are conducted using alternative estimation methods and datasets. Mechanism analyses examine the mediating roles of environmental concerns, income status expectations, and social trust. SWB significantly enhances PEBs, with results robust across alternative methods and datasets. Environmental concerns, income status expectations, and social trust partially mediate the SWB–PEB relationship. Heterogeneity analyses reveal that the effects are particularly strong among middle-aged and elderly residents, males, and highly educated individuals. Additionally, SWB exerts a stronger influence on public-sphere PEBs than on private-sphere PEBs. Notably, rural residents demonstrate greater SWB-driven behavioral changes than their urban counterparts, likely attributable to stronger community ties. Higher subjective well-being promotes pro-environmental behaviors among rural Chinese residents, operating through both cognitive(environmental concerns, income expectations) and relational (social trust) pathways. These findings suggest that policies integrating mental health promotion with environmental education, income support, and community trust-building could effectively foster sustainable practices, with particular promise for public-sphere environmental engagement in rural areas.