The impact of personal motivation on perceived effort and performance of pro-environmental behaviors

In order to minimize climate change it is important that people take up a sustainable lifestyle. Sustainable lifestyles call for pro-environmental behaviors (PEBs) in several domains, such as in-home energy use, mobility, and consumption of food and goods. However, studies show that people often do not consistently behave pro-environmentally in all domains. In this study we investigated how a combination of personal motivation, and the difficulty and the perceived effort of a PEB, predicts the performance of PEBs in various domains, using a survey (n = 1,536). By means of Rasch analysis we identified the difficulty of 17 PEBs and estimated respondents’ pro-environmental motivations. In addition, we investigated if performance of certain PEBs increased the probability of performing other PEBs. This way we could identify for each level of motivation which behaviors respondents were (probably) performing and which behaviors they did not yet perform, but would be least effortful new behaviors. Furthermore, using a non-recursive structural equation model we investigated the relations between perceived effort, PEB performance, motivation, underlying traits, and demographics. Results showed a feedback loop between motivation and perceived effort: when respondents were motivated they perceived behaviors as less effortful and also lower perception of effort was related to higher motivation. Our results imply that people mainly perform PEBs that fit their level of pro-environmental motivation and that they are inclined to do the things of which they can justify the effort they need to invest. This amount of effort seems quite similar for people: no one wants to invest too much effort, but people highly differ in how effortful they assess different behaviors. Our study thus indicates that rationalizations play a key role. Encouraging people to embrace more sustainable lifestyles may involve step-by-step increases in PEB performance. We propose that people should be encouraged to perform behaviors that are closest to their current motivation level in order for them to progress from performing easy to more difficult PEBs

Which construal level combinations generate the most effective interventions? A field experiment on energy conservation

Many campaigns targeting pro-environmental behavior combine multiple approaches without properly understanding how these different approaches interact. Here we study the effect of such combinations. We apply construal level theory to classify different intervention approaches, which can either be at a high construal level (abstract and distant) or at a low construal level (concrete and proximal). In a field experiment we recruited 197 students living in one-person apartments in an all-inclusive student housing facility. We objectively measured their individual electricity and warm water use, and measured psychological variables through surveys. We expected that the (commonly considered superior) combination between a high and a low construal level approach would be least effective. Participants were randomly assigned to a 2(Construal Level: low vs. high) × 2(Social Distance: low vs. high) plus control condition mixed-model design targeting a reduction in warm water use. Our findings suggest that a congruent combination at a high construal level (i.e., the high construal level condition combined with the high social distance condition) has the largest effect on warm water use and that spillover to electricity use is most likely to occur when a high construal level is used (i.e., high social distance). Moreover, especially participants who valued nature and the environment less were most strongly influenced by the combination of two high construal level approaches. In sum, our study suggests that when designing interventions one should consider the construal level and when targeting pro-environmental behavior high construal levels appear most appropriate.</p

Steady steps versus sudden shifts : Cooperation in (a)symmetric linear and step-level social dilemmas

Are groups of people better able to minimize a collective loss if there is a collective target that must be reached or if every small contribution helps? In this paper we investigate whether cooperation in social dilemmas can be increased by structuring the problem as a step-level social dilemma rather than a linear social dilemma and whether cooperation can be increased by manipulating endowment asymmetry between individuals. In two laboratory experiments using ‘Public Bad’ games, we found that that individuals defect less and are better able to minimize collective and personal costs in a step-level social dilemma than in a linear social dilemma. We found that the level of cooperation is not affected by an ambiguous threshold: even when participants cannot be sure about the optimal cooperation level, cooperation remains high in the step-level social dilemmas. We find mixed results for the effect of asymmetry on cooperation. These results imply that presenting social dilemmas as step-level games and reducing asymmetry can help solve environmental dilemmas in the long term

Time orientation and construal level : Effects on eating and exercising behaviour and preferences

Eating and exercising behaviour are both characterized by immediate and future consequences. Consequently, consideration of these consequences (i.e. time orientation) predicts eating and exercising behaviour. We investigate whether construal level acts as an underlying mechanism of these relations. Students (N=101) completed measures of consideration of immediate and future consequences (i.e. CFC-food and CFC-exercise), construal level, eating and exercising behaviour and preferences. For self-reported eating and exercising behaviour, only direct effects of consideration of immediate and future consequences were found. For eating preferences, however, there was evidence of an indirect effect through construal level. A stronger tendency to consider future consequences led to a stronger preference for utilitarian (as compared with hedonic) food products through a more abstract construal level. All in all, construal level partially explains the differential relations between consideration of immediate and future consequences and eating and exercising behaviour and preferences.</p

The influence of group identity on farmer’s decision making: an experimental economics approach on a family farming case in Costa Rica

A successful family farming sector is strategic for developing rural areas, but is is endangered by household-specific market failures, high transaction costs and low bargaining power. Contract farming and collective actions are two common institutional devices for acquiring a level of certainty regarding market information, delivery conditions and procurement prices. Farmers’ associations is one of the common form of collective actions, but faces problems of opportunistic behaviour from their participating members. The intensity of group identity felt by an individual member is an essential determinant of the level of commitment and support granted towards the association. This case study analyzes the interdependence between individual identification intensity and revealed commitment for a commodity specific association that is based on individual membership. Members and non-members of the association participated in a questionnaire followed by a natural field experiment concerning their social identity towards the existing pepper association. By manipulating the social identity variable it could be seen that social identity has an influence on the participation of the individual in the association. This effect could be found for members and non-members alike. Strengthened social identity generally increased the participation of the individual in the organisation