Socially desirable responding in an environmental context: development of a domain specific scale

Numerous studies have pointed to a gap between the attitudes people express about the natural environment and their subsequent behaviors toward that environment. Variables identified within these studies include: how significant others view behaviors related to the attitudes; demographic variables such as sex, age or education; self‐perceived ability to do the attitude‐related behavior; attitude strength; and personal relevance of the attitude. This study proposes the concept of environmental desirability responding (EDR) as another factor which might contribute to the attitude‐behavior discrepancy. The development and construct validation of the Environmentally Desirable Response Scale (EDRS), which is designed to identify the existence and level of EDR, is described. The EDRS contains items designed to measure two types of socially desirable responding – ‘Self‐deception’ and ‘Image management’. A total of 1024 usable data sets were obtained from a sample of respondents in several countries (Japan, the US and Australia). Principal factors and correlation analyses revealed that the EDRS comprises three factors identified as ‘Self‐deception/Assertion of positives’, ‘Image management’ and ‘Self‐deception/Denial of negatives’. Cronbach alpha estimates of reliability for the three factors were .74, .66, and .61. Suggestions for further research regarding the scale and EDR are offered.