The Functionality of Dissimilarity: Pro-Environmental Behavior through Heterogenous Networks

Robbe Geerts, Frédéric Vandermoere and Stijn Oosterlynck
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Robbe Geerts: Department of Sociology, University of Antwerp, 2000 Antwerp, Belgium
Frédéric Vandermoere: Department of Sociology, University of Antwerp, 2000 Antwerp, Belgium
Stijn Oosterlynck: Department of Sociology, University of Antwerp, 2000 Antwerp, Belgium

Social Sciences, 2020, vol. 9, issue 12, 1-16

Abstract: This study explores whether social interaction with dissimilar others can lead to pro-environmental behavior. Dissimilar others are people who differ from the person in question (e.g., in terms of lifestyle or culture). While most research focuses on homogenous social networks (e.g., spatial communities), we explore the potential of network heterophily. Specifically, using data ( n = 1370) from the Flemish Survey on Sociocultural Shifts, we examine the relationship between network heterophily and pro-environmental behavior (i.e., shopping decisions and curtailment behavior). Building on Granovetter’s study on ‘the strength of weak ties’, we emphasize the importance of social ties that provide novel information and social expectations. Through interaction with dissimilar others, people may create a heterogeneous network in which a diversity of information and social expectations with regard to pro-environmental behavior circulates. We expect that network heterophily may foster pro-environmental behavior. Our findings indicate that pro-environmental behavior may indeed be positively related to interaction with dissimilar others, partly because people with many dissimilar ties know more about environmental problems and are more concerned about them. This study therefore shows that network heterophily promotes pro-environmental behavior. The paper concludes with a discussion of the functionality of dissimilarity and some avenues for future research.

Keywords: social capital; pro-environmental behavior; social networks; heterogeneity (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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