City identity and pro-environmental behavior: A Mixed-Methods Study Using Heat Mapping

Victoria Blokhina, Dariya Kasyanova

Abstract


The article investigates the relationship between city identity and pro-environmental behavior (PEB) among residents of five big cities in Russia: Moscow, St. Petersburg, Krasnoyarsk, Krasnodar and Kazan. The study consists of a two-stage mixed-methods design: (1) an online survey (N = 821) assessing city identity, environmental attitudes, and pro-environmental behavior and (2) a field study involving heat mapping of public spaces to evaluate objective environmental quality and its perceived alignment with residents. Results indicate a statistically significant positive correlation between strong city identity and higher levels of pro-environmental behavior. Heat maps reveal spatial mismatches between perceived and actual environmental comfort, highlighting the need for participatory urban planning that integrates residents’ identities and ecological expectations. The findings contribute to urban data practices and sustainable city development.

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