“…Pro-environment behavior has been studied in contexts where consumers have ongoing long-term interestsdfor example, recycling programs (Valle, 2005), protection of marine environments (Thomassin et al, 2010), and residential water conservation (Corral-Verdugo, 2006). It has also been studied in contexts where consumers have primarily sporadic or short-term interestsdfor example, recreational fishing in protected areas (Read et al, 2011), vandalism in national parks (Cialdini et al, 2006), and environmental conservation in hotels (Goldstein et al, 2008).…”