Powering Pro-Environment Behavior: The Impact of Unlocking Reward Strategy on Pro-Environmental Behavior

Abstract

Global environmental challenges threaten both sustainable societal development and daily human life. As these issues intensify, promoting pro-environmental behaviors has become a key research priority. While reward strategies have been proven effective in encouraging such behaviors, most research has focused on the content of rewards, leaving the method of reward delivery underexplored. This study investigates the effects of an unlocking reward strategy on pro-environmental behavior, grounded in the Goal-Setting Theory, while also exploring the psychological mechanisms and boundary conditions that influence these effects. Three studies were conducted to test the hypotheses. Study 1 demonstrated that the unlocking reward strategy (compared to direct rewards) significantly increased pro-environmental behaviors. Study 2 showed that self-efficacy mediates this effect, as the unlocking reward strategy enhances self-efficacy, which in turn promotes pro-environmental behaviors. Study 3 revealed that commitment serves as a crucial moderator, amplifying the positive impact of the unlocking reward strategy. This research not only broadens the scope of reward strategy literature but also elucidates key drivers of pro-environmental behavior, offering practical insights for marketers, policymakers, and organizations aiming to foster sustainable practices.