How to predict future pro-environmental intention? The spillover effect of electricity-saving behavior under environmental and monetary framing

Abstract

The spillover effect in the environmental realm has attracted attention from many researchers. The present study took electricity saving as an example to explore the mechanism of the spillover effect under environmental framing (EF) or monetary framing (MF) and examine the effect of “labeling” on the spillover effect to add value to existing environmental research. Three studies showed that both environmental and monetary framing could promote environmental intention. Study 1 tested the effectiveness of the intervention materials and found that both EF and MF increased the intention to save electricity. Study 2 and 3 revealed that the spillover effect was influenced by framing. Specifically, the spillover of EF was positive, whereas that of MF was negative. At the same time, environmental self-identity mediated both positive and negative spillover. Moreover, enhancing individuals’ environmental self-identity by labeling them as “environmentalists” could prevent negative spillover and increase positive spillover. The results of the present study also provided practical guidance regarding pro-environmental education and campaigns by emphasizing environmental benefits rather than monetary benefits and by strengthening environmental self-identity through labeling.