Framing Messages Toward Pro-Environmental Behavior: A Self-Determination Theory Perspective

The urgency of environmental issues has led to increased efforts to encourage pro-environmental behavior that is motivationally self-determined. On the other hand, persuasive communication has been established as having the ability to increase pro-environmental behavior significantly. Currently, there is hardly any research that links the use of persuasive communication, motivational constructs of Self-Determination Theory (SDT), and pro-environmental behavior. An experiment was conducted on 420 university students utilizing messages framed in terms of addressing needs of autonomy, competence, and relatedness, the basic constructs of SDT. The results established the differential effect of these messages on motivation and pro-environmental behavior. In contrast to other studies on SDT, autonomy did not play a significant role in influencing pro-environmental behavior. Rather, messages on competence and relatedness were more influential in moving participants toward increased pro-environmental activities. Possible influences of culture and collectivism are discussed along with implications for SDT, framing theory, and environmental communications.