Warm glow is associated with low- but not high-cost sustainable behaviour

Sander van der Linden ()
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Sander van der Linden: University of Cambridge

Nature Sustainability, 2018, vol. 1, issue 1, 28-30

Abstract: Abstract Why do people contribute to important societal causes, such as sustainability? This study hypothesized that people are motivated to help because they anticipate a sense of warm glow from acting green. Although results reveal that ‘feel-good’ affect mostly drives low- rather than high-cost behaviour changes, harnessing people’s intrinsic motivation to help the environment may be an underleveraged mechanism for promoting sustainability.

Date: 2018
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DOI: 10.1038/s41893-017-0001-0

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