Dual Logics of Environmental Communication

This book develops an integrated framework for understanding environmental communication by bringing together two intersecting analytical dimensions: action logics and communication processes. It advances a dual-logic perspective that distinguishes between the logic of collective action and the logic of individual action in pro-environmental behavior. Environmental problems often exhibit the characteristics of public goods, creating collective-action dilemmas marked by cooperation challenges, free riding, and the need for social coordination. At the same time, environmental behavior is shaped by individual-level psychological processes, including attitudes, risk perception, self-efficacy, and behavioral decision-making. By integrating these two logics, the book provides a systematic account of how pro-environmental behavior emerges from the interaction between collective constraints and individual motivations, offering a theoretical bridge between collective-action research and psychological approaches in environmental communication.