The effect of intergroup comparison on willingness to perform sustainable behavior

Research
TitleThe effect of intergroup comparison on willingness to perform sustainable behavior
Publication TypeJournal Article
Year of Publication2011
AuthorsFerguson, MA, Branscombe, NR, Reynolds, KJ
JournalJournal of Environmental Psychology
Volume31
Issue4
Pagination275 - 281
Date Published2011/12//
ISBN Number0272-4944
Keywordsclimate change, Environmental sustainability, global warming, Social comparison, Social identity, Social norms
AbstractThe present research examines the effects of intergroup comparison on willingness to perform sustainable behavior. In Experiment 1, university students compared current students with past or future students, and then completed measures of willingness to perform sustainable behavior. Participants who compared to past students reported more willingness to perform sustainable behavior than those who compared to future students. In Experiment 2, university students again compared current students with past or future students and completed measures of sustainable beliefs and willingness to perform sustainable behavior. Participants who compared to past students reported more willingness to perform sustainable behavior than those who compared to future students. This effect was mediated by strengthened sustainable beliefs. The results show that intergroup comparison can be strategically employed to promote motivation to perform sustainable behavior.
URLhttp://www.sciencedirect.com/science/article/pii/S0272494411000247
Short TitleJournal of Environmental Psychology