Attitudes toward the prototypical environmentalist predict environmentally friendly behavior

摘要

Despite concern about environmental issues, many people engage in environmentally-unfriendly behavior. The present research introduces a novel predictor of environmentally friendly behavior: attitudes toward the prototypical environmentalist, or the favorability of a mental image someone has of the typical, representative environmentalist. Based on previous findings linking prototype attitudes to behavior, we expected positive attitudes toward environmentalist prototypes to predict greater environmentally friendly behavior. In addition, the current studies used not just explicit, direct self-reports of attitudes, but also indirect measures of implicit attitudes, which are less intentional, less controllable, and less deliberate. As expected, Studies 1 and 2 showed that positive implicit and explicit attitudes toward the prototypical environmentalist predict self-reported engagement in environmentally friendly behaviors. In Study 2, positive implicit and explicit prototype attitudes also predicted greater likelihood of donating to an environmental charity. These findings provide the first demonstration of the utility of prototype models in environmentalism. (C) 2017 Elsevier Ltd. All rights reserved.