Do identity or guilt-based appeals lead to environmental spillover effects?

Abstract

Understanding how and when an initial pro-environmental behavior (PEB1) may spill over to increase or decrease later PEBs can contribute to the creation of more effective PEB interventions. This study investigated PEB spillover in a novel way by examining whether a prior PEB reminder that elicits identity would increase the likelihood of positive spillover from PEB1 to PEB2 through an indirect pathway mediated by environmental identity, and whether a reminder that elicits guilt would increase the likelihood of negative PEB spillover mediated through guilt/shame. Student participants (N = 229) completed a longitudinal study where they were exposed to an intervention eliciting guilt, identity, or neither (control conditions) and were asked to use reusable cups for a week. One week later, they were given an opportunity to perform a second observable PEB (agree to write a letter to a political leader advocating for alternative energy). Results provide some evidence for a positive spillover pathway through environmental identity following a guilt intervention but not an identity intervention and no support for an indirect pathway through guilt/shame for any condition. Additionally, the positive identity pathway was evident in the active control group, but not a nonactive control group, raising questions about demand characteristics in PEB spillover studies.