Leveraging the link between pro-environmental behaviour and well-being to encourage sustainable lifestyle shifts

Four studies investigated whether awareness of links between pro-environmental behaviour (PEB) and well-being can motivate sustainable lifestyle shifts. Results show that while most US adults believe PEBs don't affect well-being, those who expect benefits demonstrate more positive attitudes and intentions towards PEBs. Messages highlighting the well-being benefits of PEBs improved attitudes and persuasive communication, particularly among those who initially held negative beliefs. Effects on PEB intentions were inconsistent, and no effect was found on a revealed PEB measure (seeking sustainability tips). The study underscores the importance of beliefs about PEBs’ impact on well-being and suggests public messaging could motivate sustainable lifestyles.

Michael M. Prinzing, Kate Laffan