Another important aspect is behavioral
Posted: Sat Apr 05, 2025 3:20 am
One of the emotional factors behind this shift is anticipated guilt. Researchers have hypothesized that people feel guilty even at the thought of not meeting social expectations regarding green behaviors, such as reducing plastic consumption. This feeling pushes people to adopt more sustainable practices to avoid feeling guilty. In the study, participants exposed to an ad that included a predictive question about using water bottles felt guiltier than the control group, leading them to reduce their plastic purchases.
Bai, Balbo, and Lichtlé’s research also explored two crucial elements that influence the effectiveness of self-prophecy: normative beliefs and motivation to change. Normative beliefs concern phone number list what people perceive as socially acceptable standards. The study found that individuals with strong personal and social beliefs about the environment were more likely to predict and then adopt green behaviors. Surprisingly, however, prediction questions did not appear to reinforce these normative beliefs during the decision-making process.
motivation. Researchers measured people’s propensity to act based on future rewards and gratifications, known as the BAS (Behavioral Approach System) score. The results showed that low scorers tend to feel more guilty than high scorers, as they become more aware of the discrepancy between their behaviors and personal standards when asked a prediction question. In contrast, high scorers seem to act proactively to align their behaviors with their norms, reducing their feelings of guilt.
This research opens up new possibilities for environmental awareness campaigns. Government organizations and NGOs could integrate forecasting questions into their communications to promote more sustainable behaviors, such as adopting practices that reduce plastic consumption.
Bai, Balbo, and Lichtlé’s research also explored two crucial elements that influence the effectiveness of self-prophecy: normative beliefs and motivation to change. Normative beliefs concern phone number list what people perceive as socially acceptable standards. The study found that individuals with strong personal and social beliefs about the environment were more likely to predict and then adopt green behaviors. Surprisingly, however, prediction questions did not appear to reinforce these normative beliefs during the decision-making process.
motivation. Researchers measured people’s propensity to act based on future rewards and gratifications, known as the BAS (Behavioral Approach System) score. The results showed that low scorers tend to feel more guilty than high scorers, as they become more aware of the discrepancy between their behaviors and personal standards when asked a prediction question. In contrast, high scorers seem to act proactively to align their behaviors with their norms, reducing their feelings of guilt.
This research opens up new possibilities for environmental awareness campaigns. Government organizations and NGOs could integrate forecasting questions into their communications to promote more sustainable behaviors, such as adopting practices that reduce plastic consumption.