Graduate Thesis Or Dissertation

 

Color Me Green: the Influence of Environmental Identity Labeling on Spillover in Pro-Environmental Behaviors Public Deposited

https://scholar.colorado.edu/concern/graduate_thesis_or_dissertations/th83kz64c
Abstract
  • A person’s pro-environmental identity is thought to mediate the link between her initial and subsequent pro-environmental behaviors (PEBs). However, the effect of labeling individuals as pro-environmental or not on subsequent behaviors is unknown. This research seeks to identify how confirming or disconfirming a person’s environmental identity influences subsequent PEBs. After gathering information about the strength of participants’ environmental identities, a pseudo-consumer opinions task was used to provide each participant with a label of either “green” or “non-green” that was either consistent or inconsistent with that identity. Participants were then presented with an opportunity to engage in a subsequent PEB. “Green” labels did not decrease the likelihood of PEBs for any individuals, while “non-green” labels decreased this likelihood for moderate and weak identifiers. Thus, pro-environmental labels should be used more widely as they do not reduce subsequent PEBs while non-environmental labels should be avoided because they do not encourage subsequent PEBs.
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  • 2016
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  • 2019-11-17
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