CANADIAN PUBLIC-OPINION AND ENVIRONMENTAL ACTION - EVIDENCE FROM BRITISH-COLUMBIA

Public opinion regarding environmental issues has attracted considerab le scholarly attention during the 1990s. Less attention has been paid to links between environmentally friendly attitudes and ''green'' beha viour and the degree to which behaviour is context or value-driven, es pecially in Canada. Using survey data from British Columbia, this arti cle analyzes these links, paying particular attention to differences b etween public perceptions of local versus global environment, and how these concerns influence behaviour. The analysis also demonstrates the importance of distinguishing between different types of behaviour. Wh ile the crucial role of postmaterial values for three kinds of environ mentally friendly behaviour is confirmed, other factors, particularly left/right ideological differences and personal financial circumstance s emerge as significant explanatory variables. ''Green consumer behavi our'' is largely determined by local context. Local concerns also driv e ''green political activity,'' but value differences are crucial as w ell. Left/right differences and personal financial circumstances are e specially important in explaining ''green pocketbook behaviour''-willi ngness to incur costs, either personally or through taxes, for environ mental protection and enhancement.