Should the risk of social desirability bias in survey studies be assessed at the level of each pro-environmental behaviour?
Oscar Yuheng Zhu, Danyelle Greene, Sara Dolničar
Abstract
Social desirability bias is the tendency of individuals to over-report behaviour viewed favourably by society, such as environmentally sustainable behaviour. The currently prevalent approach to managing social desirability bias in survey studies is to include a set of additional questions to determine a respondent's person-specific social desirability bias, which can also be used as a correction factor. Yet, the pooled correlation between person-specific social desirability and self-reported pro-environmental behaviour is weak. Our study challenges the currently dominant approach. We propose an alternative approach that uses a behaviour-specific indicator. The behaviour-specific indicator captures the social evaluation of the behaviour and perceived embarrassment when admitting to the behaviour. The analysis of the associations between person-specific and behaviour-specific social desirability bias indicators and 11 self-reported behaviours suggests that the behaviour-specific approach has a higher ability to alert researchers to the risk of socially desirable responding in self-report survey studies.