Understanding Contextual Spillover: Using Identity Process Theory as a Lens for Analyzing Behavioral Responses to a Workplace Dietary Choice Intervention

Abstract

Spillover occurs when one environmentally sustainable behavior leads to another, often initiated by a behavior change intervention. A number of studies have investigated positive and negative spillover effects, but empirical evidence is mixed, showing evidence for both positive and negative spillover effects, and lack of spillover altogether. Environmental identity has been identified as an influential factor for spillover effects. Building on identity process theory the current framework proposes that positive, negative, and a lack of spillover are determined by perceived threat of initial behavior and identity process mechanisms evaluating the behavior. It is proposed, that an environmental behavior change intervention may threaten one's existing identities, leading to either (a) integration, (b) compartmentalization, or (c) conflict between one's environmental identity and non-environmental identities. Initial evidence for the proposed framework is based on a field intervention which included a meat reduction programme in a canteen of a medium size private sector company. Semi-structured interviews and an explorative visualization method that aimed at assessing identity change were implemented with thirteen employees (i.e., intervention participants) before and after the intervention. The qualitative data was analyzed by using thematic analysis via NVivo12. Results of the visualization task and interview method provided initial evidence of direct and indirect positive contextual spillover effects, with comparatively less evidence a lack of spillover and a relative absence of reported negative spillover. This paper provides a novel theoretical approach, centered on identity process theory to enhance understanding of positive spillover, negative spillover, and the lack of spillover.

Home and away: cross-contextual consistency in tourists’ pro-environmental behavior

“…While spillover between PEBs within a single context (e.g. at home) has been the focus of several studies (Ha & Kwon, 2016;Lanzini & Thøgersen, 2014;Thøgersen, 1999;Truelove et al, 2014;Whitmarsh & O'Neill, 2010) and spillover across (mostly home and work) contexts has also been considered in more developed countries (Frezza et al, 2018;Littleford et al, 2014;Verfuerth et al, 2019;Whitmarsh et al, 2018), the current study provides perhaps the first investigation of cross-contextual PEB consistency and spillover in a developing country (China), focusing on domestic and tourism contexts. Since domestic PEBs are usually more frequent than tourism PEBs occur, which occur only during holidays, we began with the premise that domestic PEBs influence tourism PEBs.…”

“…Various factors may mediate and moderate behavioral consistency and spillover (Berger, 1997;Cornelissen et al, 2008;Lanzini & Thøgersen, 2014;Poortinga et al, 2013;Thøgersen, 1999;Thøgersen & Noblet, 2012;Thøgersen & Olander, 2003;Truelove et al, 2014;Willis & Schor, 2012). Identity effects have received most attention and growing support as an explanation for positive spillover (Miller & Effron, 2010;Thøgersen & Crompton, 2009;Thøgersen & Noblet, 2012;Truelove et al, 2014), including spillover across contexts (Frezza et al, 2018;Verfuerth et al, 2019). It is plausible that identity plays a mediating role in positive spillover (Bem, 1967;Cornelissen et al, 2008;Poortinga et al, 2013;Whitmarsh & O'Neill, 2010).…”

“…Both findings are consistent with self-perception and cognitive dissonance theories (Bem, 1967;Festinger, 1957): individuals infer elements of their identity from their behavior and are driven to act consistently with that self-image; to do otherwise leads to mental discomfort. Therefore, spillover can be explained as an initial PEB enhancing proenvironmental identity, in turn motivating consistency between PEBs (Truelove et al, 2014) or in the same PEBs across contexts (Verfuerth et al, 2019). Hence, we began with the following hypothesis.…”

“…Previous research has proposed mediating factors for behavioral spillover, among which moral licensing beliefs and pro-environmental identity are important mediators within contexts such as the workplace and the home (Nash et al, 2017). However, whether these mediators also apply to spillover between contexts has received less consideration (Verfuerth et al, 2019).…”

Is it up to them? Individual leverages for sufficiency

“…However, is has to be added that in average higher income groups occupy higher living space which may explain their higher heating CO 2 footprints. This constitutes an opportunity for sustainability policies to focus on changing these structural factors (e. g., via financial incentives or regulation) instead of targeting merely motivation or capability of people (Michie et al 2011, Verfuerth et al 2019.…”