When Does Generalized Trust Promote Pro‐Environmental Behavior? A Multilevel Analysis

ABSTRACT Research has suggested that generalized trust facilitates individuals' pro‐environmental behavior. However, the robustness of this relationship across a wider range of cultures and societies remains to be tested. Using data from two large cross‐national surveys (World Values Survey and International Social Survey Programme), this study examined the environmental benefits of generalized trust in a global context, as well as the role of individualism. The results of the multilevel analyses indicated a positive correlation between generalized trust and pro‐environmental behavior across various global contexts. Moreover, the observed correlation between generalized trust and environmental outcomes is stronger in individualistic cultures. These findings not only contribute to understanding how to promote individuals' pro‐environmental behavior but also highlight the value of considering social circumstances when exploring individual factors of pro‐environmental behavior.