Abstract
This study explores cross‐national variation in measures of environmentalism in 24 developed and less‐developed countries. The commonly held Western stereotypes of Third World people as relatively less concerned about environmental issues, less aware of environmental problems, and less active in pro‐environmental activities are challenged. Using the Health of the Planet Survey (HOPS), analysis and findings suggest that the citizens of noncore nations demonstrate a higher degree of environmental consciousness, are actually more concerned about the environment, and perceive in‐country environmental health issues to be more serious relative to their counterparts in core nations. These findings suggest that postmaterialism is not necessarily the prime root of environmentalism as suggested in the literature. While the former is a cultural value reorientation evolving in postindustrial societies, the latter appears as a universal phenomenon with multifarious roots. The theoretical and policy implications of the findings are discussed.