The impact of nature video exposure on pro-environmental behavior: An experimental investigation

We analyze whether exposure to a nature documentary increases pro-environmental behavior (PEB). We test this causal link in an experiment where subjects viewed a video featuring either an urban (control treatment) or a nature setting (nature treatment). We consider two types of behavior: a monetary donation to an environmental non-governmental organization (ENGO) that we call an eco-donation, and subsequently, a non-monetary decision (i.e., recycle or not recycle headphone protectors) that we call an eco-action. We find that virtual exposure to nature boosts both eco-donation and eco-action. Interestingly, the increase in PEB only occurs for individuals who express low environmental values. We did not find any negative or positive spillover effects on the eco-action. We finally provide robustness checks and discuss policy implications.