Currently one of the largest and most rapidly developing countries, China also has some of the world's most severe environmental problems. China will most likely need to use all of the potential major strategies currently available to solve the country's huge environmental challenges, including promoting individual conservation behavior through educational campaigns and encouraging public environmental advocacy. This paper summarized the findings of a survey of 347 residents of Shaanxi province on environmental attitudes and behaviors. The survey found generally high levels of environmental knowledge and high recognition of the seriousness of environmental issues, moderate levels of individual actions supporting environmental resource conservation and low levels of public environmental behaviors, particularly for organized public advocacy. Further analysis indicated that the perceived importance of environmental protection is the most important factor influencing individual environmental resource conservation, but not public advocacy behaviors. Implications for environmental campaigns are discussed.
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