Date of Award
Master of Science (MS)
Amanda R. Carrico
Leaf Van Boven
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.
Eby, Brianne Danielle, "Color Me Green: the Influence of Environmental Identity Labeling on Spillover in Pro-Environmental Behaviors" (2016). Environmental Studies Graduate Theses & Dissertations. 44.