Abstract
The goal of much environmental psychology research is to help understand and change environmental behaviour. This chapter reviews some of the ways in which scholars have approached environmental behaviour and its measurement to date. It addresses three important issues: what to measure (behaviour or impact of behaviour), how to measure it (by means of self‐reports or observation), and how to conceptualize it. Environmental psychologists typically try to measure behaviours rather than the outcomes of such behaviours in terms of environmental impact. Environmental behaviour is often conceptualized as multidimensional. Several studies have suggested that different behaviours are not necessarily correlated, and behavioural antecedents may vary between behaviours. A unidimensional measure of goal‐directed pro‐environmental behaviour was developed by Kaiser and Wilson based on what is called the Campbell paradigm. According to this paradigm, all behaviours regarding a specific goal can be ordered on one single dimension from easy to difficult with regards to reaching that goal.