The Effect of Doing and Messaging Pro-Environmental Behavior on Fostering the Behavior

摘要

Pro-environmental behavior has been widely promoted nowadays. While many empirical studies support that increasing social norms is an effective approach to motivate pro-environmental behavior, how it works in messaging is less understood. This study aimed to examine how one person sending his/her own pro-environmental behavior to a friend affects his/her friend's and his/her own future pro-environmental behavior. We conducted an in-situ study and found that receiving message of pro-environmental behavior didn't promote the receiver's behavior. Instead, the senders, who did the assigned behaviors and messaged the behavioral to one of their friends, increased the perceived ease and convenience and continued to took the action after intervention period. We came to the conclusion that doing and messaging pro-environmental behaviors has an effect on fostering the behavior.