Behavioral Choices and Environmental Campaigns

Michela Limardi
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Michela Limardi: Université de Lille

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Abstract: Environmental campaigns are increasingly used by NGOs and governments to promote pro-environmental behavior. However, their effectiveness in reaching a broad audience remains uncertain. This study explores how individuals' prior behavioral choices influence their recall and appreciation of environmental campaign messages. Using two-stage least squares regression, we find that individuals already engaged in recycling are more likely to recall and appreciate campaign content. The results suggest that two mechanisms -motivated memory and cognitive complexity -may explain these findings, indicating that environmental campaigns are more effective among individuals already inclined toward pro-environmental behaviors.

Keywords: NGOs Environmental Campaigns Pro-environmental behavior Recall bias. JEL: Q50 Q48 D03; NGOs; Environmental Campaigns; Pro-environmental behavior; Recall bias. JEL: Q50; Q48; D03 (search for similar items in EconPapers)
Date: 2025-05-13
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