Related Experiment Video
Updated: Mar 15, 2026
05:50
Measuring Light-Switching Behavior Using an Occupancy and Light Data Logger
Published on: January 16, 2020
6.3K
Increasing pro-environmental behaviors by increasing self-concordance: Testing an intervention.
Kerrie L Unsworth1, Ilona M McNeill2
1Leeds University Business School.
The Journal of Applied Psychology
|September 13, 2016
Summary
Connecting sustainable behaviors to personal goals, not climate change, increases pro-environmental actions. This strategy boosts engagement even when environmental concerns are low.
Area of Science:
- Environmental Psychology
- Behavioral Science
- Sustainability Studies
Background:
- Climate change mitigation requires widespread behavioral shifts towards environmental sustainability.
- Many individuals lack sufficient motivation to adopt sustainable behaviors based solely on environmental concerns.
Purpose of the Study:
- To investigate whether linking environmentally sustainable behaviors to personally important goals can increase engagement.
- To test if this approach is more effective than traditional climate change-focused persuasion.
Main Methods:
- Three studies were conducted with working and nonworking adults (N = 305, 412, 300).
- Study 1 assessed the relationship between self-concordance and petition signing for renewable energy.
- Studies 2 and 3 experimentally manipulated self-concordance by connecting sustainable energy use or commuting to personal goals.
Main Results:
- Higher self-concordance for sustainable behaviors correlated with increased pro-environmental actions (Study 1).
- Cognitively linking sustainable behaviors to personal goals significantly increased behavioral intentions compared to control and climate-focused persuasion (Studies 2 & 3).
- These effects persisted regardless of political orientation or existing environmental concerns.
Conclusions:
- Personal goal alignment is a powerful, effective strategy for promoting environmentally sustainable behaviors.
- This approach offers practical implications for workplaces, especially those with low environmental prioritization.
- Future interventions can leverage personal values to drive sustainable action beyond climate change awareness.
Related Concept Videos
01:17Strategies of Self-Presentation II: Self-Verification
252
Self-verification is a fundamental psychological drive wherein individuals seek affirmation of their self-concept from others, striving for consistency between their internal self-view and external perceptions. This drive operates even when the self-concept is negative, influencing interpersonal behavior and feedback preferences in complex and often counterintuitive ways. Unlike the self-enhancement motive, which seeks positive evaluations, self-verification prioritizes coherence and...
252
02:45Self-Discrepancy Theory
19.0K
One influential perspective on what motivates people's behavior is detailed in Tory Higgin's self-discrepancy theory (Higgins, 1987). He proposed that people hold disagreeing internal representations of themselves that lead to different emotional states.
19.0K
01:20Social Foundations of Self II: The Generalized Other
337
According to George Herbert Mead, as children progress beyond the game stage, they develop a more comprehensive understanding of societal rules and norms. This cognitive and social development enables them to internalize the expectations of the broader community, refining their ability to regulate behavior.Consistent participation in organized activities is crucial in helping children recognize that their actions are not isolated but contribute to a more significant, interconnected group...
337
03:00Self-Evaluation: Self-Enhancement and Self-Verification
5.9K
Social psychologists have documented that feeling good about ourselves and maintaining positive self-esteem is a powerful motivator of human behavior (Tavris & Aronson, 2008). In the United States, members of the predominant culture typically think very highly of themselves and view themselves as good people who are above average on many desirable traits (Ehrlinger, Gilovich, & Ross, 2005). Often, our behavior, attitudes, and beliefs are affected when we experience a threat to our...
5.9K
01:27Protecting Self-Esteem
266
Self-esteem, a central component of psychological well-being, is actively maintained through various cognitive and behavioral strategies. Individuals employ specific mechanisms to preserve a positive self-concept and mitigate threats to their self-worth, particularly in contexts involving social evaluation or personal feedback. Four primary techniques are commonly used to sustain self-esteem.Manipulating AppraisalsOne prominent strategy involves manipulating appraisals from others. Individuals...
266
01:29Self-Evaluation Maintenance Model
380
The Self-Evaluation Maintenance (SEM) model offers a psychological framework to understand how individuals’ self-esteem is influenced by the achievements of others, particularly those with whom they share close personal bonds. The SEM model operates when personal rather than social identity guides individuals. Central to this model is the notion that individuals have an inherent desire to preserve a favorable self-image, which is continuously shaped by interpersonal comparisons and...
380