To reduce environmental problems, people need to consistently engage in pro-environmental behaviors. Many environmentally friendly actions not only benefit the environment, but can also save money. Research suggests that emphasizing monetary benefits of pro-environmental behavior may hinder positive spillover to other pro-environmental behaviors. Yet, it is unclear why and under which circumstances this is the case. We propose that spillover effects depend on how emphasizing different types of benefits affects environmental self-identity, as a stronger environmental self-identity is more likely to lead to other pro-environmental actions. We hypothesize that emphasizing monetary benefits of pro-environmental behavior is less likely to strengthen environmental self-identity than emphasizing environmental benefits, and therefore not likely to lead to positive spillover. We tested our hypotheses in four experiments. In Study 1, we found that emphasizing the environmental benefits of pro-environmental behavior strengthened environmental self-identity, and resulted in positive spillover compared to not emphasizing any benefits or emphasizing monetary benefits. However, these results were not replicated in Study 2 that included a larger student sample. Yet, Study 3, including a large sample of the general population, showed that emphasizing monetary benefits weakens environmental self-identity and thereby leads to less spillover than emphasizing environmental benefits or not emphasizing any benefits. Similarly, Study 4 suggests that emphasizing monetary benefits may weaken environmental self-identity and decrease positive spillover compared to emphasizing environmental benefits or no benefits. Our findings suggest that environmental self-identity is not easily influenced by emphasizing different types of benefits of behavior, and consequently, spillover behavior is not easily promoted or inhibited. Yet, emphasizing monetary benefits may be a risk in some cases, as it may inhibit positive spillover.
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