Ee Hwee Lau, A. Rattan, Rainer Romero-Canyas, Krishna Savani
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Culturally Relevant Frames Increase Individuals’ Motivation to Contribute to Carbon Emissions Offsets
We theorized that culturally-relevant frames—language that invokes valued cultural concepts without changing the communicated information—can increase people’s willingness to engage in environmental action. Across eight experiments (N = 10,294) in two national contexts, we adjusted the language of a carbon offset request that people received as part of a simulated flight purchase. We investigated the role of five constructs that are valued across cultures but vary in their importance: choice, economic growth, social change, moral responsibility, and sanctity. We found that the social change, moral responsibility, and sanctity frames did not differ from the control condition in either culture. Invoking the concept of economic development increased Indians’ willingness to contribute to a carbon offset compared to the control frame, whereas invoking the concept of choice increased US Americans’ willingness. If these simulated decisions translate into actual actions, the findings suggest that framing environmental requests using culturally-relevant frames have the potential to promote sustainable behavior. More generally, the findings highlight the importance of paying attention to culture to motivate environmental action.
期刊介绍:
Journal of Cross-Cultural Psychology publishes papers that focus on the interrelationships between culture and psychological processes. Submitted manuscripts may report results from either cross-cultural comparative research or results from other types of research concerning the ways in which culture (and related concepts such as ethnicity) affect the thinking and behavior of individuals as well as how individual thought and behavior define and reflect aspects of culture. Review papers and innovative reformulations of cross-cultural theory will also be considered. Studies reporting data from within a single nation should focus on cross-cultural perspective. Empirical studies must be described in sufficient detail to be potentially replicable.