We examine the role of socio-demographic factors on consumers’ pro-environmental behavior –a subset of ethical behavior and analyze its implications in an emerging market, with a sample study from India. Multivariate analysis of variance was performed as research method. Results show that males display higher PEB than their female counterparts. Married consumers score more on PEB than single. Mid-age consumers also score high on PEB than young and old-age consumers. Furthermore, highly educated consumers are more pro-environmentalist than (...) graduates and post-graduates. The novelty of this study is that centers on the use of demographic variables interactively in order to form microsegments. For instance, married men score more on PEB scale than unmarried men and women and prefer green channels even more. On the contrary, unmarried women display no hesitation in paying more for energy-efficient goods compared to married men and unmarried men. Marketers may aim in setting such PEBs as the moral standards among consumers being an easily identifiable segment as their prime target. (shrink)

Identifying the determinants of human behavior is useful to adjust interventions and lead the civil society toward a stronger commitment to climate change mitigation and adaptation objectives, achieving greater support for successfully implementing environmental policies. Existing research has largely focused on case studies of pro-environmental behaviors in developed economies but there is very little evidence for developing countries. This study provides estimations of the effect of internal factors, such as sociodemographic variables, and four psychological dimensions on PEBs. (...) Data were obtained through a survey applied with future decision makers – university students – from Colombia and Nicaragua. Indices were generated for PEBs and the psychological dimensions using z-scores and Principal Component Analysis. Partial correlations were evaluated through the Ordinary Least Squares method. Our results suggest that, in order to reach the planned emission reduction targets, policy approaches should more strongly focus on educating and motivating citizens and prepare them for contributing to the environmental cause, as well as provide individual solutions to combat CC, rather than providing only information on its causes and consequences. (shrink)

Most consumers are aware that climate change is a growing problem and admit that action is needed. However, research shows that consumers’ behavior often does not conform to their value and orientations. This value-behavior gap is due to contextual factors such as price, product design, and social norms as well as individual factors such as personal and hedonic values, environmental beliefs, and the workload capacity an individual can handle. Because of this conflict of interest, consumers have a (...) hard time identifying the true drivers of their behavior, as they are either unaware of or unwilling to acknowledge the processes at play. Therefore, consumer neuroscience methods might provide a valuable tool to uncover the implicit measurements of pro-environmental behavior (PEB). Several studies have already defined neurophysiological differences between green and non-green individuals; however, a behavior change intervention must be developed to motivate PEB among consumers. Motivating behavior with reward or punishment will most likely get users engaged in climate change action via brain structures related to the reward system, such as the amygdala, nucleus accumbens, and (pre)frontal cortex, where the reward information and subsequent affective responses are encoded. The intensity of the reward experience can be increased when the consumer is consciously considering the action to achieve it. This makes goal-directed behavior the potential aim of behavior change interventions. This article provides an extensive review of the neuroscientific evidence for consumer attitude, behavior, and decision-making processes in the light of sustainability incentives for behavior change interventions. Based on this review, we aim to unite the current theories and provide future research directions to exploit the power of affective conditioning and neuroscience methods for promoting PEB engagement. (shrink)

Drawing on social cognitive theory and social information processing theory, this study investigated how organizations' efforts to embody environmental corporate social responsibility (ECSR) shape consumer perception of a green corporate image through employees' environmental passion and pro-environmental behavior (PEB). To test our hypotheses, we collected multisource time-lagged data from 214 employee–customer dyads from hotel and banking sector organizations in Pakistan. The findings show that organizations' green corporate image is a function of their efforts to engage in (...) ECSR activities as demonstrated through employees' environmental passion and PEB. These findings have important implications in the environment and management domains because it can help organizations draft useful strategies to counter environmental degradation and generate a green corporate image in customers' minds through employees' green behavior. (shrink)

This study aims to identify the relationship between students’ environmental value and pro-environmental behavior within a values-belief-norm framework. To conduct an empirical study, we used a sample of 558 online surveys and adopted the partial least squares path modeling method to test the relationships between variables in the conceptual model. The results indicate that EV positively predicted PEB among young adults. In addition, we highlight that risk perception and moral anger play critical chain mediating roles in the (...) relationship between EV and PEB. This study has meaningful implications for practitioners seeking to encourage the public’s ecofriendly behavior by suggesting ways to encourage RP and stimulate individuals’ moral emotions about the environment. (shrink)

To reduce global greenhouse gas emissions in order to limit global warming to 1.5°C, individuals and households play a key role. Behavior change interventions to promote pro-environmental behavior in individuals are needed to reduce emissions globally. This systematic literature review aims to assess the a) evidence-based effectiveness of such interventions and b) the content of very successful interventions without limiting the results to specific emitting sectors or countries. Based on the “PICOS” mnemonic and PRISMA statement, a search (...) strategy was developed, and eligibility criteria were defined. Three databases were searched to retrieve and review potential literature. As a result, 54 publications from 2010 to 2021 were included in the analysis. The results show that most interventions only have small positive effects or none at all. A total of 15 very successful interventions focused on the sectors of mobility, energy, and waste and incorporated improved structures, education, feedback, enablement or made the sustainable option the default. Six evidence-based recommendations for content, timing, and setting are deducted and given for interventions on enhancing pro-environmental behavior. In summary, although the various interventions and intervention types to promote PEB differ in their effectiveness, very successful interventions have common elements. Future research should focus on high-/low-impact and high-/low-cost behavior to develop interventions that aim at high-impact but low-cost behavior changes, or avoid low-impact but high-cost behavior. (shrink)

Changing human behavior is critical to mitigating the increasingly severe environmental harm. Although numerous studies focus on private-sphere or generalized pro-environmental behavior, relatively little research examines explicitly public-sphere PEB from a collective action perspective. This study incorporates trust and identity into the Attitude-Behavior-Context theory to investigate Chinese residents’ participation in public-sphere PEB. Primary data collected from 648 residents in China tested the model empirically. The results indicate that social trust, environmentalist self-identity, and politicized identity positively (...) predict public-sphere PEB and that institutional trust positively impacts non-activist behaviors but negatively relates to environmental activism. There is also evidence that trust and identity are moderators of attitude and public-sphere PEB. Specifically, social trust and environmentalist self-identity strengthen the effect of attitude on public-sphere PEB. Politicized identity increases the impact of attitude on environmental activism but not on non-activist behaviors, and there is no significant moderating effect of institutional trust. The findings deepen the understanding of public-sphere PEB and make more targeted policies accordingly. (shrink)

Despite recent empirical interest, the links between optimism and pessimism with pro-environmental behavior remain equivocal. This research is characterized by a reliance on cross-sectional data, a focus on trait-level at the neglect of state-level optimism–pessimism, and assessments of retrospective self-reported ecological behavior that are subject to response bias. To attend to these gaps, 140 North American adults were experimentally primed with bogus optimistic or pessimistic environmental news articles, and then asked to report their levels of state (...) optimism–pessimism, intentions to purchase green products, in vivo PEB, and support for geoengineering technologies. Results confirmed that optimistic environmental messaging enhanced the expression of state optimism, which then contributed to PEB and support for geoengineering. These results have important implications for the framing of environmental messaging intended to promote ecologically conscious behavior. (shrink)

Prolific research suggests identity associates with pro-environmental behaviours that are individual and/or group focused. Individual PEB is personally driven, self-reliant, and are conducted on one's own. Group focused PEB is other people-reliant and completed as part of a group. A wide range of identities have been related to PEBs. For example, a recent systematic qualitative review revealed 99 different types of identities studied in a PEB context. Most studies were correlational, few had an experimental design. However, the relationships between (...) all these identities and PEBs have so far not been tested quantitatively with meta-analytical techniques. As such, a clear overview of this field is currently lacking. Due to the diverse nature of the field, a priori hypotheses were not possible and relatively broad definitions of identity had to be used to encompass all types of identities and the diverse meanings of identity that have been included in PEB research. What prior theory did allow for was to assess the distinction between two main types of identity, namely how people label, describe, and recognise oneself individually, or as part of a group. Our overall goal was thus to assess the current state of knowledge on identities and PEBs. In 104 studies using a meta-regression following the preferred reporting items for systematic reviews and meta-analyses guidelines, our random-effects meta-analysis showed that the overall concept of identity associated with PEB with a medium Pearson's r. Furthermore, we found that individual identities associated more strongly with PEBs than group identities. The associations between individual and group identities were stronger when the identity and PEB were from the same category. Methodologically, the findings revealed that group identities and group PEBs were most strongly associated for self-reported rather than observed PEBs. Overall identity associated most strongly with group PEBs in the field rather than in the lab and in student- rather than non-student samples. We discuss the theoretical and practical implications. (shrink)

Study 1 examined how personality and attitudes are related to daily pro-environmental behavior and whether these relationships are moderated by perceived behavioral costs and benefits. One hundred and seventy-eight participants responded to scales measuring the dark and light side of personality, as well as their pro-environmental attitude. Afterward, they were notified three times a day for 7 days in a row. Each time they reported their PEB that had occurred in the past four hours and indicated their (...) behavioral costs and benefits. Multilevel analyses showed a positive relationship between the frequency of PEB and the light triad of personality and pro-environmental attitude, while the dark tetrad was negatively related to PEB. Unexpectedly, less environmentally aware participants reported to engage in PEB with higher costs and lower benefits than did pro-environmental participants. A second study suggests that less environmentally aware people do not actually engage in PEB with high costs and low benefits, but rather that they only perceive their behavior to be costly and of little benefit. Overall, our findings suggest that the way people perceive their daily PEB is not necessarily shared by others. (shrink)

The effects of climate change lead to increasing social injustice and hence justice is intrinsically linked to a socio-ecological transformation. In this study, we investigate whether justice sensitivity motivates pro-environmental intention and behavior and, if so, to what extent emotions and moral disengagement determine this process. For this purpose, we conducted two quota-sampling surveys. Multiple regression analyses in both studies suggest that a higher perception of injustice from a perpetrator’s, beneficiary’s, and observer’s perspective is associated with an increased (...) PEI. However, moral disengagement best predicted PEB and PEI. Guilt and authentic pride were found to be emotional predictors of PEI. Additionally, mediation analyses demonstrated that guilt mediates the connection between both perpetrator and beneficiary sensitivity and PEI. These results suggest that when the predominant originators of climate change perceive global climate injustice from the perspective of a beneficiary or a perpetrator, they experience guilt and have a higher PEI. Based on this mechanism, it seems promising to render global injustice more salient to those responsible for activities that lead to climate change to motivate them to adapt their behavior. The role of moral disengagement and victim sensitivity as barriers to pro-environmental behavior is discussed in this context. (shrink)

This study examines the relationship among the employees–organization pro-environmental values fit, supervisors’ PEVs and employees’ pro-environmental behaviors. Informed by the PEB, organizational values and employee–organization fit literature, we propose and test hypotheses that under egoistic, altruistic and biosphere-value orientations, E–O PEVs fit versus non-fit have significant effects on employees’ private-sphere PEB and public-sphere PEB, identifying supervisors’ PEVs as a moderator. An empirical investigation indicates that the effect of E–O PEVs fit on employees’ private-sphere PEB and public-sphere PEB varies (...) as the value orientation differs. More specifically, under the context of altruistic and biosphere-value orientations, if the organizational PEVs do not match the employees’ PEVs, especially when the former exceeds the latter, employees’ PEB will rise as the organizational PEVs increase. As for egoistic value orientation, when organizational PEVs exceed employees’ PEVs, not only will public-sphere PEB stop decreasing and tend to stabilize, but also private-sphere PEB will rise to a slight degree. Furthermore, compared with altruistic and biospheric values dimensions, supervisors who promote egoistic PEVs will have a more significant effect on the relationship between global E–O PEVs fit and employees’ PEB. Finally, we suggest that the goals of an organization and its supervisors need to be combined within the actual situation of Chinese corporations to truly implement corporate green practices by balancing the profit goal and the environmental goal. (shrink)

Ideally, pro-environmental consumer behavior leads to a lower impact on the environment. However, due to negative behavioral spillovers environmentally friendly behavior could lead to an overall higher environmental impact if subsequent environmentally unfriendly behavior occurs. In this exploratory interview study we focused on two pathways leading to negative spillover: a psychological path and an economic path. We wanted to gain insight into people’s motivations to behave environmentally unfriendly and to explore people’s level of awareness of (...) both pathways. Our results indicate that pro-environmental behaviors that are associated with higher effort are performed less frequently, and that when people do not perform these behaviors they associate them with higher effort levels. When people perceive behaviors as more effortful they increasingly seem to use arguments to motivate and rationalize why performing the behavior is difficult or impossible. Moreover, we found that although some people can imagine that moral licensing and rebound effects could occur and can provide examples from their own lives, most people assess these concepts as not rational. People seem unaware of the relation between a first pro-environmental behavior and a subsequent behavior, and therefore inconsistencies in behavior go unnoticed. As people are good at rationalizing why they do not perform specific PEBs, they in general feel satisfied with their own pro-environmental actions. In order to discourage negative spillovers, we describe a number of approaches and research ideas aimed at taking away the grounds for rationalization. (shrink)

This article investigates the origin of the lack of motivation for adopting significant pro-environmental behavior . I identify three main barriers to motivation: the feeling that there is a need for broad collective action that has not yet materialized, the lack of practical knowledge about what an individual can do in his/her daily life to address environmental problems, and insufficient feedback and approval mechanisms. Subsequently, I argue that an individual's social context may contribute in addressing all three. (...) The motivation for the adoption of PEB behavior is connected to social interaction, which at times seems to shape individual behavior to a greater degree than other factors such as direct risk perception. (shrink)

This study experimentally evaluates the effects of group identity primed by property rights on pro-environmental behaviors and social norms in an urban Chinese environment. The research in this paper expands the research perspective and method of domestic waste management and provides a theoretical basis for the establishment of a long-term mechanism of environmental treatment. We used two simple binary choice tasks that test the PEB and environmental types of individuals. This is one of the earliest tests for (...) group identity and social norms in pro-environmental examinations in Chinese people. Our results reveal that publicity and education have a significant positive effect on the development of individual and group pro-environmental behavioral norms; housing ownership has no differentiating effect on individual environmental behavior; and the development of social norms of pro-environmental behavior varies according to group conditions, which, in turn, determines individual environmental behavioral choices and types of environmental behavior. The results also suggest that PEB may be shaped and norms may be built by group conditions rather than group identity. (shrink)

The Islamic Republic of Pakistan has been a mere victim of climate change in recent years. The country needs emergency measures at every level to mitigate environmental dilapidation. The role of enterprises in the country’s environmental efforts is critical. In this regard, the hotel sector is known for its outsized carbon footprint. Knowing this, the current study aims to improve a hotel enterprise’s environmental performance as an outcome of corporate social responsibility. The study also considers the mediating (...) role of pro-environmental behavior of employees and the moderating role of altruistic values. A hypothesized model was developed, which was validated by employing the structural equation modeling technique. The empirical results confirmed that CSR, directly and indirectly, positively induces the ENP of a hotel enterprise. Whereas the conditional indirect role of ALT was also found significant. The study offers different implications for theory and practice, among which one important takeaway for the hotel sector is to realize the importance of employees to spur ENP of a hotel enterprise through their eco-friendly behavior. At the same time, the current work also advances the theory by highlighting the moderating role of ALT between the indirect relationship of CSR and ENP. (shrink)

Responding to serious environmental problems, requires urgent and fundamental shifts in our day-to-day lifestyles. This paper employs a qualitative, cross-cultural approach to explore people’s subjective self-reflections on their experiences of pro-environmental behavioral spillover in three countries; Brazil, China, and Denmark. Behavioral spillover is an appealing yet elusive phenomenon, but offers a potential way of encouraging wider, voluntary lifestyle shifts beyond the scope of single behavior change interventions. Behavioral spillover theory proposes that engaging in one pro-environmental action (...) can catalyze the performance of others. To date, evidence for the phenomenon has been mixed, and the causal processes governing relationships between behaviors appear complex, inconsistent and only partly understood. This paper addresses a gap in the literature by investigating accounts of behavioral spillover in three diverse cultural settings using qualitative semi-structured interviews. The analysis shows that while around half of participants overall who were questioned recalled spillover effects, the other half had not consciously experienced spillover. There were few significant differences across cultures, though some forms of spillover effects were reported more in some cultures than others. More environmentally-engaged participants across all three countries were significantly more likely to experience spillover than those who were less engaged. Accounts of within-domain spillovers were most commonly reported, mainly comprising waste, resource conservation and consumption-related actions. Accounts of between-domain spillover were very rare. Recollection of contextual and interpersonal spillover effects also emerged from the interviews. Our findings suggest that more conscious behavioral spillover pathways may be limited to those with pre-existing environmental values. Behavioral spillover may comprise multiple pathways incorporating conscious and unconscious processes. We conclude that targeting behavioral catalysts that generate more socially diffuse spillover effects could offer more potential than conventional spillover involving a single individual. (shrink)

Studies on how one behavior affects subsequent behaviors find evidence for two opposite trends: Sometimes a first behavior increases the likelihood of engaging in additional behaviors that contribute to the same goal (positive behavioral spillover), and at other times a first behavior decreases this likelihood (negative spillover). A factor that may explain both patterns is attitude strength. A stronger (more favorable) attitude toward an issue may make the connections between related behaviors more salient and increase the motivation (...) to work toward the underlying goal. We predicted that people with a stronger (more favorable) attitude are more likely to engage in subsequent behaviors that address an issue they care about. Two experiments tested the prediction in the contexts of pro-environmental and health behavior. Study 1 (N = 378) provided some support for the predicted moderating role of attitude toward the environment when participants recalled either an environmentally friendly or unfriendly action: A strong attitude increased the likelihood, whereas a weak attitude decreased the likelihood of carrying out successive goal-conducive behaviors. When compared to a neutral control condition in Study 2 (N = 929), participants with a weak environmental attitude supported pro-environmental petitions less strongly after an environmentally harmful action. Support for such petitions did not waver, however, among participants with a strong environmental attitude: They consistently acted environmentally friendly. Contrary to the hypothesis, in neither study did strength of attitude toward personal health moderate the effect of an initial behavior in the expected direction. In sum, the two studies provided only limited evidence for behavioral spillover: Participants mostly acted in accordance with their attitude but were hardly affected by recalling previous actions. When behavioral spillover did occur, however, a strong environmental attitude tended to increase the likelihood of acting in an environmentally friendly way, whereas the behavior of those with a weak attitude was less predictable. This research contributes to a more nuanced theoretical understanding of the role of attitude in spillover, but provides only limited evidence for its role as a moderator. (shrink)