Affective responses drive the impact neglect in sustainable behavior

We need unparalleled human behavioral changes to mitigate the effects of climate change. However, recent studies suggest that people are not good at identifying mitigative behaviors that are effective in reducing carbon emissions. Thus, even when there is an intention to engage in climate action, people are not necessarily making the most effective choices. This suggests that there is an impact of neglecting in evaluative judgments about mitigative behaviors. Here, using an online survey (N = 555), we show that people have a rather poor understanding of the mitigation potential of human behaviors, and both impact judgments and the likelihood of adoption of mitigative behaviors are largely influenced by emotional processes. These findings have potential implications for how to motivate impactful climate action in the future and point toward the importance to fully understand how affect and emotions influence impact judgments and pro-environmental behavior.