As environmental concerns do not translate into action, this study uses an experimental design to test the effectiveness of different priming strategies in terms of increasing green non‐purchase behaviour frequency. Green non‐purchase behaviours are particularly problematic as they are associated with sacrifice. While previous research focused on promoting green purchases, this research contributes to the existing literature by investigating effective ways to promote green non‐purchase behaviours (conservation and recycling) and shows that they can be primed with appropriate communication strategies. In particular, building on prospect theory, it shows that priming personal gain, as opposed to environmental gain, can motivate people to act green and that priming no effort can mitigate the perceived sacrifice associated with green non‐purchase behaviours. Rather than focusing on intentions or immediate attitudinal responses, this study investigates behavioural changes that occur due to effective priming, thus contributing to a better understanding of how to generate a lasting behavioural change. This study also bears practical implications and provides recommendations regarding the development of successful social campaigns that encourage green non‐purchase behaviours.

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