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The "label code" of pro-environmental behavior-a study on pro-environmental behavior based on behavioral label theory
Xiaozhi Huang1,2, Jiayue Li3
1School of Business, Guangxi University, Nanning, 530004, China. Hxiaozhi@mail3.sysu.edu.cn.
Scientific Reports
|October 6, 2025
Summary
Behavioral labels effectively promote pro-environmental behavior by influencing personal norms and mental imagery. Construal level negatively moderates this effect, offering insights into consumer environmental actions.
Area of Science:
- Environmental Psychology
- Consumer Behavior
- Behavioral Economics
Background:
- Growing attention on environmental protection and pro-environmental behaviors.
- Limited understanding of psychological mechanisms driving consumer environmental actions.
- Need to explore the impact of behavioral labeling on sustainable consumption.
Purpose of the Study:
- To investigate how behavioral labels influence consumers' pro-environmental behavior.
- To analyze the mediating roles of construal level, personal norms, and mental imagery.
- To examine the moderating effect of construal level on the relationship between behavioral labels and personal norms.
Main Methods:
- Three experimental studies were conducted.
- Utilized principles from construal level theory, behavioral labeling, and personal norms.
- Employed mental imagery techniques to explore psychological mechanisms.
Main Results:
- Pro-environmental behavior labeling significantly promotes corresponding consumer actions.
- Mental imagery and personal norms were identified as key mediators.
- Construal level demonstrated a negative moderating effect on the link between behavioral labels and personal norms, contrary to conventional findings.
Conclusions:
- Behavioral labeling is an effective strategy to enhance pro-environmental behavior.
- The study elucidates the mediating pathways and boundary conditions of behavioral labeling.
- Findings offer novel theoretical insights and practical applications for promoting sustainable consumption.
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