Abstract
This research addresses the role of warm glow as an antecedent of proenvironmental behavior in a comparative study of the behavioral effects of warm glow and altruistic personality traits and values. So far the influences of altruism and warm glow have not been analyzed simultaneously. Two online surveys with representative population samples show that warm glow has a stronger influence on proenvironmental intentions than altruism. However, the study also provides a process explanation for the decreased influence of altruism when warm glow is introduced into the model. Results show that warm glow mediates the effects of altruism, but that introducing warm glow together with altruism also explains additional variance of proenvironmental behavior, apart from the indirect effect of altruism. Further findings support a reinforcing mechanism by which warm glow strengthens the effect of prior proenvironmental behavior on future intention. Implications for the promotion of proenvironmental behavior are discussed.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call