Self-effects of user-generated messages on pro-environmental identity

Abstract

An experiment tested whether user-generated pro-environmental messages (UGC) enhanced environmental self-identity among message creators. Participants were randomly assigned to create a message about saving energy, view a message with similar content ostensibly created by similar others, or view irrelevant messages. Those who created their own messages had greater post-message self-identity than those in the other two conditions. Additionally, those who created their own messages had greater post-message intentions to save energy in the near future than those in the other two conditions, and behavioral intentions were positively correlated with self-identity. Implications for campaigns and educational efforts are discussed.

Notes

1 Such effects can occur among those who did not perceive themselves in such a way before the self-presentation, but are thought to be stronger when the person makes a self-presentation that is at least somewhat consistent with their existing identity or attitudes (Li et al., 2020; Winter et al., 2022).

2 We focus on environmental self-identity, rather than the related concept of environmental identity: the extent to which individuals see themselves as positively connected to the natural environment (Davis et al., 2009). In line with van der Werff et al. (2014b), we suggest the more specific conceptualization of environmental self-identity should better predict outcomes in this context.

3 This post-hoc method is appropriate and considered ideal when k = 3, because it effectively controls the rate and number of Type I errors while maximizing statistical power for the given α level (Baguley, 2012; Howell, 2012; Meier, 2006).