Warm glow is associated with low-but not high-cost sustainable behaviour
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van der Linden, S. (2018). Warm glow is associated with low-but not high-cost sustainable behaviour. Nature Sustainability, 1 (1), 28-30. https://doi.org/10.1038/s41893-017-0001-0
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.
External DOI: https://doi.org/10.1038/s41893-017-0001-0
This record's URL: https://www.repository.cam.ac.uk/handle/1810/289942