Title:Promoting Pro-Environmental Behaviour by Strengthening Environmental Identities: A Pilot Intervention Study
by Andrea Mah
Supervisor: Dr. Kyle Matsuba
Abstract:
Reducing the negative effects of the climate
crisis will require people to change their behavior. Knowledge alone is not
sufficient to change behavior. Engaging people in pro-environmental activities
and emphasizing their environmental self-efficacy and identity may be important
to create sustained changes in behavior. To explore these issues, a month-long
‘Sustainability Challenge’ intervention program was created and implemented at
a western Canadian university. Twenty-eight participants, recruited from the
university, were randomly assigned to one of three conditions before beginning
the intervention program: 1. Participants received feedback which positively
enforced eco-friendly behaviour and their identity as an eco-friendly person;
2. Participants received feedback which positively reinforced the eco-friendly
behaviour; or 3. Participants received no feedback on their behaviour.
Participants were assessed before and after the program on their
pro-environmental behaviour, attitudes, norms, efficacy, and environmental
self-identity. Results showed that the program had no effect on behaviour,
attitudes, norms, efficacy, or environmental self-identity, but participants did
show an increase in pro-environmental norm and self-efficacy beliefs. These
results are discussed in context, with a discussion of the limitations and
recommendations for others who plan to design or deliver a similar intervention.