Once a Green, Always a Green: Effects of goal frames on the consistency of  pro-environmental behaviour

Individuals do not always engage in pro-environmental behaviour (PEB) in a consistent manner. They might juggle between green and non-green intentions and choose a sustainable option in one context while opting for the unsustainable option in another context. Previous research suggested that three goal frames affect PEB: Normative, hedonic, and gain. A lab experiment was conducted (N = 90) at Leiden University to investigate the relationship between goal frames and the consistency of PEB, using three goal frames as between-subjects variables. Consistency was measured through three behaviours: paper use, recycling behaviour, and paper towel use. Participants in the normative condition were expected to engage with PEB more frequently and consistently than those in the hedonic and gain conditions. This effect was expected to be moderated by environmental self-identity. Although results were non-significant, this study provides a direction for future research to investigate pro...Show moreIndividuals do not always engage in pro-environmental behaviour (PEB) in a consistent manner. They might juggle between green and non-green intentions and choose a sustainable option in one context while opting for the unsustainable option in another context. Previous research suggested that three goal frames affect PEB: Normative, hedonic, and gain. A lab experiment was conducted (N = 90) at Leiden University to investigate the relationship between goal frames and the consistency of PEB, using three goal frames as between-subjects variables. Consistency was measured through three behaviours: paper use, recycling behaviour, and paper towel use. Participants in the normative condition were expected to engage with PEB more frequently and consistently than those in the hedonic and gain conditions. This effect was expected to be moderated by environmental self-identity. Although results were non-significant, this study provides a direction for future research to investigate pro-environmental behaviour within different contexts under the stronger influence of goal frames.Show less

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Once a Green, Always a Green: Effects of goal frames on the consistency of pro-environmental behaviour