Health consciousness and pro environmental behaviors in an Italian representative sample: A cross sectional study

Individual health-related behavior is among the most influential yet modifiable factors affecting both climate change and chronic disease. To encourage behaviors bringing about environmental and health co-benefits, it is important to understand the underlying factors of behavior change for healthy and sustainable lifestyles. One area of potential overlap concerns people's health consciousness. The purpose of this study was to examine the relationship between health consciousness and pro-environmental behavior. We investigated whether health consciousness correlates with five clusters of pro-environmental behaviors: sustainable food consumption, recycling, green purchasing, sustainable mobility, and energy saving. Research data were collected via cross-sectional survey involving a representative sample of n = 1011 Italian citizens. Statistically significant differences emerged in the frequency of the different classes of pro-environmental behaviors: people living in Italy most frequently implement sustainable behaviors related to energy saving and recycling while sustainable mobility behaviors are the least implemented. Moreover, the stepwise linear regression model demonstrated the predictive role of citizens' health consciousness on the adoption of specific classes of pro-environmental behaviors showing how higher involvement in one's own health determines higher levels of pro-environmental behaviors. These results highlight the relevance of developing and testing complex programs featuring educational, sensitization, and structural strategies to increase citizens involvement in public health and pro-environmental behaviors.