Motivating Pro-Environmental Behavior: The Roles of Emotions, Habits, and Status in Consumer and Lifestyle Choices

Given the urgency of addressing climate change, research on how sustainable behavior can be motivated is essential. The present research investigates how message framing, self-focused emotions, habits, and perceived status influence pro-environmental decision-making. Study 1 examined the effects of message frame (positive, negative, neutral), commitment level (one-time, long-term), and behavior type (consumer, lifestyle) on pro-environmental intent. Participants (N = 110) read two separate narrative scenarios describing one consumer and one lifestyle choice, each manipulated by message frame and commitment level. After reading each scenario, participants rated their feelings of anticipated shame and pride and indicated the likelihood (scale of 1-100%) of engaging in the environmentally-conscious choice in the future. Findings revealed that self-focused emotions predicted pro-environmental intent. However, contrary to previous research, intent was unaffected by message framing. Study 2 examined the effects of visibility, expense, and behavior type (consumer, lifestyle) on pro-environmental willingness. Participants (N = 95) were presented a set of eight pro-environmental behaviors (four consumer, four lifestyle) that varied in visibility and expense, and were asked to indicate their willingness to engage in each behavior. Findings showed that expense was positively associated with pro-environmental willingness, but only when visibility was high. Importantly, both studies found that lifestyle behaviors were more challenging to motivate than consumer behaviors. However, the underlying reasons for this disparity remain unclear, as neither habit nor status explained this effect. Limitations of the present studies and areas of future research are discussed.