Decoding derogation: The impact of environmental values and political ideology on the effect of persuasive message about recycle and reuse behaviors.

Although persuasive messages are designed to motivate individuals to engage in intended behaviors, they do not always work. Often, people follow previously established values and ideologies and dismiss persuasive messages. We examine how participants react to a persuasive message related to plastic pollution and how these reactions shape their willingness to recycle and reuse. Results indicate that environmental values and political ideology are associated with message derogation in distinct ways, which, in turn, affect risk perception, self-efficacy, and intention to recycle and reuse. Further, past behavior moderates the relationship between message derogation and perceived risk, but not the relationship between message derogation and self-efficacy. These results suggest that pre-existing values and ideologies play an important role in message derogation, a hitherto under-researched phenomenon that has key implications for self-reported behavioral change. Moreover, past behavior could serve as a powerful lever in steering risk perception and behavioral intent.