Abstract
Although different self-perspectives can prompt different mindsets, leading to different responses, little is known about how self-perspective impacts pro-environmental behaviors. This study explores the effect of self-perspective, i.e., either self-immersed or self-distanced perspective, on environmental attitudes and behavior. Based on an online survey of 409 respondents in the United States, we find that pro-environmental behaviors are perceived as more important and less costly from a self-distanced perspective, compared to a self-immersed one, which in turn facilitates more engagement in pro-environmental behaviors. Furthermore, a self-distanced perspective is more prevalent than a self-immersed perspective when individuals are less satisfied with and perceive less control over their pro-environmental behaviors. This study extends the self-perspective theory to research on pro-environmental behaviors, and offers useful implications for individuals to address conflicts between environmental and self-interested considerations, as well as for public policy makers and practitioners to promote more engagement in pro-environmental behaviors.
Highlights
Pro-environmental behaviors (PEBs) can be viewed as a tension between self-interest and environmental concern [1]
206 individuals responded to the self-immersed perspective (“I” version of the questionnaires) and 203 responded to the self-distanced perspective (“people” version)
The findings demonstrate that the self-distanced perspective, compared to the self-immersed one, is positively related to attitudes towards importance and cost, which in turn have a positive influence on PEBs
Summary
Pro-environmental behaviors (PEBs) can be viewed as a tension between self-interest and environmental concern [1]. When environmental values or moral beliefs are not central to an individual’s values, environmental concern is often overlooked, compromised with other personal considerations (e.g., cost, convenience), and rarely guides actual behaviors [2,3]. When individuals perceive environmental importance or consideration as other-oriented, rather than self-directed, they tend to prioritize their own benefits and discount environmental influence in making a decision from their own perspective, especially if their moral beliefs and environmental values are not strong. Promoting individuals to take a step back and reflect on their thoughts and feelings from a distanced and non-judgmental stance (i.e., self-distanced perspective) rather than their own subjective perspective (i.e., self-immersed perspective) may be an effective way to motivate individuals to embrace environmental considerations and engagement in PEBs
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