Does peer pressure increase pro-environmental engagement? An extended stimulus-organism-response model

A large number of individuals and organizations have gradually realized the severity of climate change and environmental degradation and have engaged in pro-environmental behaviors (PEBs) to alleviate environmental problems. However, less effort has been paid to detect the internal psychological processes inside the effect of different interventions on individual PEBs. Therefore, based on the stimulus-organism-response (SOR) theory, we discuss the impact of peer pressure (stimulus) on easy PEBs and difficult PEBs (response) through the psychological distance to the environment (organism). To further understand the contexts of the stimulus-response relations, we discuss the moderating role of social interaction in the influence of peer pressure on easy and difficult PEBs. However, social interaction can only moderate the impact of peer pressure on easy PEBs (green lifestyles), while it doesn't work on difficult PEBs (willingness to pay). Our results extend the applicability of the SOR theory in easy and difficult PEBs by verifying the applicability of stimulus-organism-response theory in green lifestyles and willingness to pay for the environment besides green consumption and tourism. The introduction of social interaction expands the theory in the context of general PEBs, in addition to green consumption and tourism. The study can offer references for policymakers to encourage PEBs by reducing the psychological distance to the environment and creating an environment-friendly atmosphere.