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Appears in Collections:Management, Work and Organisation Journal Articles
Peer Review Status: Refereed
Title: Influencing green behaviour through environmental goal-priming: The mediating role of automatic evaluation
Author(s): Tate, Kelly
Stewart, Andrew
Daly, Michael
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Keywords: Environment
goal priming
consumer behaviour
automatic evaluation
implicit attitudes
environmental behaviours
Issue Date: Jun-2014
Date Deposited: 10-Mar-2014
Citation: Tate K, Stewart A & Daly M (2014) Influencing green behaviour through environmental goal-priming: The mediating role of automatic evaluation. Journal of Environmental Psychology, 38, pp. 225-232.
Abstract: Understanding how pro-environmental messages may influence behaviour is key to promoting sustainable consumer choice. Research suggests that people automatically evaluate objects as a function of their instrumentality to satisfying active goals. We hypothesized that priming an environmental-protection goal through exposure to a pro-environmental message would produce more positive automatic evaluations and lead people to make the pro-environmental choice of selecting loose rather than packaged products in a hypothetical choice task. As predicted, those primed with an environmental-protection goal automatically evaluated loose products more positively and selected more loose consumer products than a control group. Increased implicit positivity towards loose products mediated the observed behaviour change. Crucially, the effect of environmental goal priming on choices or implicit attitudes towards packaging was not contingent on existing environmental attitudes. Our findings suggest that pro-environmental messages could induce more environmentally friendly consumer choice by leading people to evaluate readily available goal-relevant stimuli positively.
DOI Link: 10.1016/j.jenvp.2014.02.004
Rights: Published in Journal of Environmental Psychology by Elsevier; Elsevier believes that individual authors should be able to distribute their accepted author manuscripts for their personal voluntary needs and interests, e.g. posting to their websites or their institution’s repository, e-mailing to colleagues. The Elsevier Policy is as follows: Authors retain the right to use the accepted author manuscript for personal use, internal institutional use and for permitted scholarly posting provided that these are not for purposes of commercial use or systematic distribution. An "accepted author manuscript" is the author’s version of the manuscript of an article that has been accepted for publication and which may include any author-incorporated changes suggested through the processes of submission processing, peer review, and editor-author communications.

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