Behavioral barriers impede pro-environmental decision-making: Experimental evidence from incentivized laboratory and vignette studies

Abstract

Despite increasing concerns about climate change, many people struggle to translate their pro-environmental values into action. Here, we explore the origins of this value-action gap focusing on the role of behavioral barriers that are characteristic for many environmentally relevant decisions. Using incentivized online laboratory and vignette experiments, we find that individuals are less likely to behave in accordance with their environmental values if they are not immediately affected by the consequences of their actions, if the impacts of their actions are uncertain, and if they contribute only marginally to the outcome. The behavioral barriers also exert an indirect effect on environmental behavior by undermining reciprocity and positive peer effects. The value-action gaps are correlated across the different experimental settings with men and younger participants showing a particularly large gap. These insights are important for climate communication and education, highlighting the important role of the perceived relevance and potential consequences of personal behaviors in collective action.