An Integrated Framework for Encouraging Pro-environmental Behaviour: The role of values, situational factors and goals

Abstract

Many environmental behaviours involve a conflict between hedonic and gain goals versus normative goals; people often need to incur some costs to benefit the environment. Based on this assumption, we propose an integrated theoretical framework for understanding behaviour change that identifies two routes to encourage pro-environmental behaviour. First, the conflict between goals can be reduced by decreasing the (hedonic and gain) costs of pro-environmental choices. Although this route is important when proenvironmental choices are very costly, it may not result in sustained pro-environmental actions. Second, normative goals can be strengthened. This strategy may encourage pro-environmental actions, even when it is somewhat costly. We propose that the strength of normative goals depends on values and situational factors that influence the accessibility of these values. We discuss theoretical implications of our reasoning, and indicate how the integrated framework adopted in this paper may advance theory development and environmental policy making.

Altruism, self-interest, and energy consumption

“…Asensio and Delmas's results fly in the face of this logic. However, the findings are consistent with our broader understanding of environmental decision making and environmentally significant consumption (3)(4)(5).…”

“…A theoretically grounded and methodologically sophisticated understanding of environmentally significant consumption is emerging (3)(4)(5). It draws on and serves as a test bed for more general theories of decision making and it has the potential for shaping more effective and nuanced environmental policies.…”

ocial Well-Being and Pro-Environmental Behavior: A Cross-Lagged Panel Design

“…In Europe, there is solid and widespread support for protection of the environment (European Commission, 2014) and, therefore, it is likely that pro-environmental behavior may be perceived by most people as right and meaningful. As such, proenvironmental behavior can be framed as a normative goal that has an intrinsic positive moral value (Steg, Bolderdijk et al, 2014). Put differently, the well-being benefits of pro-environmental behavior depend on a favorable assessment of the rewards associated with it: rewards could derive from social identity or from the opportunity to view oneself in more positive terms (i.e., "I am the kind of person who takes right actions").…”

“…According to Steg, Bolderdijk, et al (2014), pro-environmental actions can be promoted by explicitly emphasizing that conservation behaviors are good choices not only for the environment, they also make people feel good (hedonic goal), by increasing their resources (gain goal) and enhancing their status, offering them the opportunity to enter into a "moral right" community (normative goal). Interventions that link hedonic and gain goals to normative goals should be more effective at promoting pro-environmental choices than those targeting single goals (Steg, Bolderdijk et al, 2014).…”

Expanding the role for psychology in addressing environmental challenges.

“…It can also provide useful information about other approaches. For example, it can inform and improve a popular price-based approach to environmental problems by integrating this strategy into a wider variety of other psychological motivations and processes that affect environmental behavior, including ethical or normative considerations, affect, and identity or status-related concerns (e.g., Steg et al, 2014). Research shows that attempts to encourage more sustainable behavior based on financial incentives can sometimes undermine more intrinsic motives and ultimately have a negative effect on sustainability.…”