Abstract
Controlled experimentation is critical for understanding the causal determinants of pro-environmental behavior. However, the potential of experimental pro-environmental behavior research is limited by the difficulty to observe pro-environmental behavior under controlled conditions. The Pro-Environmental Behavior Task (PEBT) was developed to address this limitation by facilitating the experimental analysis of pro-environmental behavior in the laboratory. Previous studies in Belgian samples have already supported the validity of the PEBT as a procedure for the study of actual pro-environmental behavior. Here, we aimed for a cross-cultural replication of this finding in a sample of N = 103 Japanese college students. Along the lines of previous studies, we found PEBT choice behavior to be sensitive to within-subject manipulations of its behavioral costs and environmental benefits. This implies that participants take these consequences into account when choosing between PEBT options. In addition, we showed, for the first time, that such consequence effects can also be detected in a less powerful between-subjects design. These results support the generality of consequence effects on PEBT choice behavior as well as the validity and utility of the PEBT for use in samples from different cultural backgrounds.
Highlights
People make a lot of choices of environmental relevance
DiscIunsasisoanmple of Japanese college students, we found choice behavior on the recently developed Pro-Environmental Behavior Task (PEBT)
Based on the available evidence, it is still largely unclear how environmental consequence feedback should be designed and provided in order to be most effective as a behavior change technique
Summary
People make a lot of choices of environmental relevance They choose between household devices differing in energy efficiency, between modes of transportation differing in CO2 emissions, and between political parties differing in their support for environmentally friendly policies. They decide what to eat for dinner, where to go on vacation, when to buy a new phone, how to design their garden, and whether to have children. One possible way to address these issues would be to promote pro-environmental behavior (i.e., the choice of options that provide environmental benefits relative to other options [5]). This strategy requires a thorough understanding of the determinants of pro-environmental behavior
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