Will Costliness Amplify the Signalling Strength of Past Pro-Environmental Behaviour? Exploratory Study on Autonomy.

Shizhen Bai,Shengxiang She,Sheng Wei,Yan Wang

doi:10.3390/ijerph181910216

Abstract

Research has shown that the extent to which previous environmental actions are linked to people’s environmental self-identity influences subsequent environmentally-friendly behaviour. The study empirically examined the influences of recycling efforts on subsequent pro-environmental behaviour by PLS (partial least squares) structural equation modelling based on the survey data of 426 respondents in China. The results indicate that recycling efforts have a positive effect on pro-environmental behaviour through the mechanism of feelings of pride and environmental self-identity. We hypothesise that past pro-environmental behaviour is more likely to promote an individual’s environmental self-identity when the behaviour is incurred with a higher costliness. However, the results show that only when individuals autonomously perform costly recycling behaviour, the signalling strength of previous recycling efforts is higher to promote environmental self-identity. On the contrary, the high costliness weakens the signalling strength of previous recycling efforts through producing negative emotions. Our results show that when reminding people of their past pro-environmental behaviour in order to promote future pro-environmental behaviour, it is useful to emphasize the autonomously taken costliness of behaviour as it can strongly signal that one is a pro-environmental person, thus as to strengthen environmental self-identity.

Highlights

Many people are used to taking some kind of pro-environmental behaviour (PEB), named as environmental responsibility behaviour, environmentally friendly behaviour, environmental sustainable behaviour [1], refers to the behaviour that is beneficial or can reduce the damage to the environment to the full, such as putting glass containers in recycling bins or collecting plastic bags for cleaners to take away
Will such action increase the possibility of individuals making other PEBs later? For example, if a person usually has the good habit of recycling waste, when he or she is asked to donate for environmental protection, will he or she be more inclined to donate, or will he or she choose not to donate because he or she feels that he or she has made efforts?
The present study proposes that when the initial behaviour involves autonomous acceptance of higher costliness, past PEBs will enhance environmental self-identity to a greater extent because of stronger signalling strength

Summary

Introduction

Many people are used to taking some kind of pro-environmental behaviour (PEB), named as environmental responsibility behaviour, environmentally friendly behaviour, environmental sustainable behaviour [1], refers to the behaviour that is beneficial or can reduce the damage to the environment to the full, such as putting glass containers in recycling bins or collecting plastic bags for cleaners to take away. Will such action increase the possibility of individuals making other PEBs later?

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Results

Discussion

Conclusion