When Does Being Watched Change Pro-Environmental Behaviors in the Laboratory?

Abstract

Pro-environmental behaviors such as conserving water, reducing flights, or purchasing energy-efficient appliances are subject to social pressures. The influence of norms on behavior is widely studied, but it is less clear which social identities (e.g., political ideology; being an environmentalist) and contextual factors lead individuals to pursue or avoid pro-environmental behaviors. The visibility of behaviors—whether an action can be observed by others—has attracted wide research attention in psychology, business, and economics for theoretical and practical reasons. This paper includes three experiments on visibility, total N = 735 (U.S. university students). There were no effects of visibility on “green” purchases, donation to a conservation organization, or willingness to sign up for a water-reducing student meal plan; these null effects are consistent with a recent Registered Report. Additional predictors are also modeled, such as Openness and the need for status. It remains likely that being observed by certain audiences will affect certain pro-environmental behaviors in certain contexts. The discussion centers on methodological and conceptual issues contributing to null effects and to how future research can usefully explore individual difference moderators, type of audience, and types of pro-environmental behavior that influence when visibility might change conservation behaviors.