How does past pro-environmental behaviour strengthen environmental self-identity? A replication study (With extension) of Van der Werff et al. (2014)

Abstract

Van der Werff et al. (2014b) theorized that recalling diverse types (heterogenous recall) of pro-environmental behaviour (PEB), as compared to recalling a single type of PEB or non-environmental behaviour, strengthens environmental self-identity by invoking internal attribution of the behaviour. Despite a significant omnibus test across conditions, we contended that their data (N = 242; 4 conditions) did not entirely support the theory because the two PEB recall conditions revealed no significant difference, and it did not measure respondents’ attribution. We attempted to replicate the study with improved statistical power (N = 350; 3 conditions) and controlled type I error by adopting orthogonal contrasts. We did not replicate the overall effect, but the contrast between heterogenous and non-heterogenous conditions was marginally significant and aligned with the theory. A mini meta-analysis of both studies suggested a weak but significant effect of heterogenous recall in strengthening environmental self-identity (d = 0.234, 95%CI [0.054, 0.413]). Using structural equation modelling, we examined if the effect could be driven by internal attribution, as proposed in the original study, or normative social influence, which was against the original theorizing. The latter mechanism was supported. Heterogeneous recall of PEB strengthened environmental self-identity by increasing subjective norm of the behaviour, which would further predict sustainable consumption. We discussed the practical significance of this mechanism and how it could be used as an intervention to promote PEB.