Promoting environmentally friendly sun-protection behaviors among coastal state residents

Abstract

Ecotoxicology studies increasingly point to harmful environmental effects from common sunscreen chemicals that filter ultraviolet light. As a result, governments are attempting to reduce ecological exposure through bans on these chemicals and outreach to consumers. Public health research has shown that sun protection choices are often highly context dependent, which may limit the extent to which newly adopted behaviors “spillover,” i.e. transfer to other places or influence additional pro-environmental actions. This study tests key theoretical literatures on behavioral spillover within this rapidly evolving area of environmental policy. In a factorial survey with Hawaii, North Carolina, and Florida residents (n = 735), respondents were more likely to say they would switch sunscreen than wear protective clothing in response to pro-environmental behavior change messages. Sunscreen message framing (“reef friendly” vs. “mineral based”), state of residence, and the location of coastal parks affected site-specific sun protection preferences. Further, sunscreen message framing effects spilled over to general sun protection preferences for the next time respondents go to the shore or beach. Yet, respondents cited lack of information as a barrier in making sunscreen choices. Public responsiveness to “reef friendly” branding—as demonstrated in this research—is confounded by unclear consumer information about which sunscreen formulations qualify, impeding the effectiveness of state and federal efforts to protect natural resources. Alternately, efforts to support changing public norms for UPF clothing may offer an emergent opportunity to promote both public health and environmental goals.