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

Environmental Studies and Forestry

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

M. M. Prinzing and K. Laffan

Discover how the awareness of the connection between pro-environmental behavior and well-being can inspire sustainable lifestyle changes! Research by Michael M. Prinzing and Kate Laffan reveals that highlighting these benefits can shift attitudes among skeptics. Explore the potential of public messaging to drive a greener future.

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Playback language: English
Introduction
Climate change and environmental degradation necessitate substantial changes in household behavior, particularly in high-emission countries. While government regulations are crucial, voluntary action is also essential. Research consistently demonstrates a positive correlation between pro-environmental behaviors (PEBs) and individual well-being, encompassing various pathways such as improved health, social connection, reputational benefits, and intrinsic satisfaction. This positive relationship contrasts with the common narrative portraying PEBs as burdensome and unpleasant. This perceived cost can act as a motivational barrier. The study investigates the role of beliefs about PEBs' impact on well-being, their influence on PEB engagement, and the effectiveness of messaging strategies aimed at shifting these beliefs to encourage sustainable lifestyle changes.
Literature Review
Existing research robustly demonstrates a positive association between PEBs and increased individual well-being. Numerous studies across diverse populations have shown a correlation between frequent PEB engagement and positive psychological outcomes like happiness and life satisfaction, even after controlling for confounding factors. Experimental evidence further supports this link, showing that incorporating more PEBs into daily routines leads to improved well-being. Several pathways contribute to this relationship: improved health from exercise or diet-related PEBs; enhanced social connection through collaborative PEBs; reputational benefits from visible, status-enhancing PEBs; and the intrinsic satisfaction of contributing to environmental protection. Conversely, the perception that PEBs are costly (financially, temporally, or in terms of convenience) negatively impacts engagement. However, anticipating positive emotions from PEBs increases participation, suggesting the common negative narrative surrounding PEBs acts as a barrier to pro-environmental action. The limited efficacy of current messaging efforts emphasizes the need for novel communication strategies.
Methodology
The research employed four studies: an observational study and three randomized controlled experiments. Study 1, an observational study with a nationally representative sample of 511 US adults, assessed beliefs about the well-being impact of 21 PEBs and their frequency of enactment. Studies 2-4 (total N = 1194) tested the effects of messages about PEBs' well-being benefits on pro-environmental outcomes. Study 2 used personal narratives, Study 3 used research summaries, and Study 4 combined narratives and research summaries. Study 4 included participants from Study 1 to investigate the moderating role of pre-existing beliefs. Dependent variables included self-reported attitudes towards PEBs, intentions to engage in PEBs, persuasiveness of communication about PEBs (evaluated by human judges in Study 3 and a large language model trained on Study 3 data in Study 4), and a revealed PEB measure (clicking a link to a sustainability website). Multilevel models and simple slopes analyses were used to analyze the data.
Key Findings
Study 1 revealed that most Americans believe most PEBs do not affect well-being. However, when an effect is anticipated, it is usually considered positive. Across all 21 PEBs, more favorable beliefs predicted more frequent engagement, although the effect sizes were modest. Studies 2-4 consistently showed that messages emphasizing the well-being benefits of PEBs increased positive attitudes towards PEBs. This effect was particularly pronounced among participants who initially held less favorable beliefs. Effects on intentions were less consistent; Study 2 showed a significant effect, but Studies 3 and 4 did not. The revealed measure of PEB (website clicks) showed no significant effect of the messaging. Importantly, messages consistently increased the persuasiveness of participants' subsequent communications about PEBs, suggesting potential ripple effects.
Discussion
The findings demonstrate a clear link between beliefs about the well-being effects of PEBs and pro-environmental action. Messages designed to alter these beliefs can positively impact attitudes and communication surrounding PEBs, especially among those who initially doubt the benefits. The inconsistent effects on intentions and lack of effect on the revealed PEB measure suggest that short text-based messages alone may be insufficient to directly influence behavior; longer-term interventions may be necessary. Future research should focus on messages highlighting specific PEBs and their associated well-being benefits. The increased persuasiveness of communication following exposure to the well-being messages highlights the potential for ripple effects influencing broader societal changes in attitudes and conversations about PEBs.
Conclusion
The study provides evidence that beliefs about the relationship between PEBs and well-being are linked to pro-environmental action. Messages emphasizing the well-being benefits of PEBs can enhance positive attitudes and communication, especially among individuals with initially negative beliefs. Future work should explore longer-term interventions, more targeted messaging focusing on specific behaviors, and the influence of other factors on the effectiveness of such messages.
Limitations
The study's limitations include the brevity of the interventions and the relatively limited range of behavioral measures. Future research should investigate the long-term impact of these messages and incorporate a wider array of behavioral measures. The revealed behavior measure was limited, focusing solely on website clicks. Furthermore, while the study examined the moderating role of pre-existing beliefs, future research could explore other factors like baseline well-being or trust in science.
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