The impact of nature video exposure on pro-environmental behavior: An experimental investigation

Lisette Ibanez and Sébastien Roussel ()

PLOS ONE, 2022, vol. 17, issue 11, 1-24

Abstract: We analyze whether exposure to a nature documentary increases pro-environmental behavior (PEB). We test this causal link in an experiment where subjects viewed a video featuring either an urban (control treatment) or a nature setting (nature treatment). We consider two types of behavior: a monetary donation to an environmental non-governmental organization (ENGO) that we call an eco-donation, and subsequently, a non-monetary decision (i.e., recycle or not recycle headphone protectors) that we call an eco-action. We find that virtual exposure to nature boosts both eco-donation and eco-action. Interestingly, the increase in PEB only occurs for individuals who express low environmental values. We did not find any negative or positive spillover effects on the eco-action. We finally provide robustness checks and discuss policy implications.

Date: 2022
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Working Paper: The impact of nature video exposure on pro-environmental behavior: An experimental investigation (2022)
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Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0275806

DOI: 10.1371/journal.pone.0275806

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