Acting green elicits a literal warm glow

Danny Taufik (), Jan Willem Bolderdijk and Linda Steg
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Danny Taufik: Faculty of Behavioural and Social Sciences, University of Groningen, Grote Kruisstraat 2/1 9712 TS Groningen, The Netherlands
Jan Willem Bolderdijk: University of Groningen, Grote Kruisstraat 2/1 9712 TS Groningen, The Netherlands
Linda Steg: Faculty of Behavioural and Social Sciences, University of Groningen, Grote Kruisstraat 2/1 9712 TS Groningen, The Netherlands

Nature Climate Change, 2015, vol. 5, issue 1, 37-40

Abstract: It is commonly assumed that pro-environmental behaviour can be triggered by offering an extrinsic reward. Now research shows that acting pro-environmentally elicits positive feelings and leads people to feel warmer. In experiments, people who learn they act in an environmentally friendly way feel good about themselves and perceive a higher room temperature than people who learn their behaviour is environmentally unfriendly.

Date: 2015
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DOI: 10.1038/nclimate2449

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