Investigating the Determinant of Environmental Behaviour: A Qualitative Study in Urban Areas of Iran

Investigating the determinant of environmental Behaviour is an important gateway for controlling the environmental impact of a community, city, residential municipality or settlement. Environmental Behaviour is under the influence of several humanistic and situational factors and its study needs precise evaluation of motivations, Behaviour as well as different social and personal factors. In this paper, through the use of field study; survey and in-depth interviews as well as analyzing data from interviews and observations using Grounded Theory; efforts were made to investigate the determinants of environmental Behaviour in a sample of the Iranian society. A survey was conducted with a focus on the experiences of participants in the context of a residential setting. The findings of this study are presented using the quadripartite paradigm of Stern, which showed that attitude factors had the vastest variation of determinants influencing environmental Behaviour. Accordingly, anthropocentric values are the most influencing factors. The final findings of this research (Central Category), called "Valued Based Vogue", showed that routines as commonly used Behaviours, along with proven values, have a significant effect on the environmental Behaviour of the population under study. Routines are the usual form of Behaviour that is supported and strengthened by values and have the potential of penetrating most Behavioural settings, including the residential setting.