The effect of intergroup comparison on willingness to perform sustainable behavior |
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| Authors: | Mark A Ferguson Nyla R Branscombe Katherine J Reynolds |
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| Institution: | aDepartment of Psychology, University of Wisconsin-Stevens Point, Stevens Point, WI, United States;bDepartment of Psychology, University of Kansas, Lawrence, KS, United States;cDepartment of Psychology, The Australian National University, Canberra, ACT, Australia |
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| Abstract: | The 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. |
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| Keywords: | Climate change Environmental sustainability Global warming Social comparison Social identity Social norms |
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