Browsing by Subject "Sustainable behavior"

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Optimistic narrative future visions: a communication tool for promoting sustainable (plastic) behavior
(2023) Neef, Nicolas E.; Fußwinkel, Selina; Roos, Claudine; Frank, Lilli; Shihepo, Kapandu; Richter, Isabell
Plastic pollution is a pressing global issue, necessitating a focus on consumer behavior to curb this problem at its source. To effectively promote sustainable practices, communication strategies that employ future visions have gained attention. This study examines the effects of a narrative video intervention depicting an optimistic future vision concerning single-use plastic bag consumption in South Africa, compared to a representation of the prevailing status quo. Using a preregistered within-subject design, we assess the psychological and emotional responses to two scenarios of which one is illustrating adaptive behaviors toward reduced plastic bag usage, and the other showcasing current consumption patterns. Parametric analyses revealed a shift in emotional states, characterized by a greater experience of positive emotions and a reduced experience of negative emotions following the exposure to the optimistic future scenario video, as compared to the status quo video. Moreover, engagement with the optimistic future scenario was associated with higher levels of perceived behavioral control and behavioral intentions. No significant changes were found regarding sense of responsibility. These findings point to the potential of optimistic future visions to influence individuals at psychological and emotional levels. This renders optimistic future vision communication as an effective tool for sustainable behavior change, particularly in relation to the sustainable use of plastic shopping bags.
The prosocial driver of ecological behavior: the need for an integrated approach to prosocial and environmental education
(2022) Neaman, Alexander; Pensini, Pamela; Zabel, Sarah; Otto, Siegmar; Ermakov, Dmitry S.; Dovletyarova, Elvira A.; Burnham, Elliot; Castro, Mónica; Navarro-Villarroel, Claudia
Although both altruistic and ecological behaviors can be considered prosocially driven behaviors, our psychological understanding of what motivates action in either the human or ecological domains is still in its infancy. We aimed to assess connection to nature and connection to humans as mediators of the relationship between prosocial propensity and prosocial behaviors in both the ecological and human domains. This study used empathy as an indicator of an individual’s prosocial propensity. The data for the study was collected through surveys in Russian (841 participants) and Spanish (418 participants). The study demonstrated that an individual’s prosocial propensity can be actioned into ecological (nature-related) behavior through connection to nature. Similarly, an individual’s prosocial propensity can be actioned into altruistic (human-related) behavior through connection to humans. However, the present study also demonstrates that an individual’s prosocial propensity can be directed to humans through a connection to nature. Thus, altruistic and ecological behaviors are two related classes of behavior, driven by the same prosocial propensity of the individual. This study is an important step towards generating scientific support for the claim that traditionally separate teaching of prosocial and environmental subjects should be combined into a single educational approach. An integrated approach will contribute to a multidisciplinary and interdisciplinary effort to create a society that is both ecologically and socially sustainable.