Green self-image boosts online volunteering for environmental causes: Experimental evidence

C. Mónica Capra, Bing Jiang and Yuxin Su

Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), 2024, vol. 110, issue C

Abstract: We investigate the effect of salient green self-image on the willingness to participate in online volunteering for an environmental cause. Our experimental study shows that when the information about participants’ own perceived consciousness and responsibility is made salient, the likelihood of volunteering increases by 11.85 percentage points. Our study contributes to the literature by showing a causal relationship between self-image and pro-environmental volunteering. Our findings have implications for the promotion of online volunteering.

Keywords: Volunteering; Self-image; Online experiment (search for similar items in EconPapers)
JEL-codes: C91 D64 D90 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:soceco:v:110:y:2024:i:c:s2214804324000260

DOI: 10.1016/j.socec.2024.102186

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