Abstract
Labeling refers to the behavior that a person uses specific words to label and tends to describe according to the label. For example, when labeled as “environmentally-conscious”, one will enhance his/her pro-environmental behaviors. Thus that will strengthen his/her environmental self-identity, which, in turn, will promote pro-environmental behaviors. This paper looks into the effects of four labels on pro-environmental behaviors. The study into elephant protection found that negative labels can significantly encourage elephant protection and discourage the consumption of elephant-related products. This research will provide a policy tool for environmental organizations and relevant governmental departments.
Highlights
Wild animals play an important role in stabilizing the ecosystem
You must be as saddened as we are to see elephant populations plummet over the past few decades due to illegal poaching
During the formal experiment, participants first read the corresponding background materials and completed the questionnaires. They included “willingness to buy ivory products”, “willingness to engage in elephant protection activities”, “willingness to donate for elephant protection”, “willingness to follow elephant protection knowledge and information” and demographic information was required
Summary
Wild animals play an important role in stabilizing the ecosystem. They used to live in the wild for a long time. Elephants are an important member of the wildlife family, more than 20,000 of them are hunted and killed in Africa every year to meet people’s demand for ivory When it comes to elephant protection, we need to understand what factors play a role in such a proenvironmental behavior. People who have a strong environmental identity are more likely to save energy, reduce waste, and pursue eco-shopping [5]. They are more likely to engage in pro-environmental behaviors, recycling, purchase fair trade products, and avoid flying to holiday destinations [8]. The hypothesis that enabling decision-makers’ emotion labels (positive/negative), personality labels, and behavior labels can improve elephant protection will be tested
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