Nudging Mechanism of “Easy to Difficult” Pro-Environmental Behaviors

doi:10.12139/j.1672-0628.2025.06.015

Abstract

Abstract: This study aimed to explore the spillover effect of pro-environmental behaviors reminding and its underlying psychological mechanisms. Through three experiments, the research investigated whether reminders of low-difficulty behaviors could nudge the implementation of high-difficulty pro-environmental behaviors. The results indicated that reminding individuals to engage in low-difficulty pro-environmental behaviors significantly promotes their involvement in high-difficulty behaviors, and this effect is mediated by enhanced environmental self-efficacy and environmental self-identity. Additionally, environmental collective efficacy plays an optimizing role in this spillover effect. The conclusion suggests that reminders of simple, easy-to-implement pro-environmental behaviors can stimulate broader environmental actions.

Key words: pro-environmental behavior, behavioral spillover effect, environmental self-efficacy, environmental self-identity, environmental collective efficacy

摘要： 本研究旨在探讨亲环境行为提醒的溢出效应及其心理机制，通过3项实验考察了低难度行为的提醒是否能助推更高难度的亲环境行为。结果显示，提醒个体进行低难度亲环境行为能够显著促进其实施高难度亲环境行为，且该效应通过增强环境自我效能和环境自我认同来实现。环境集体效能在这一溢出效应中起到优化作用。结果表明，简单易行的亲环境行为应被提醒，以激发更广泛的环保行动。

关键词: 亲环境行为, 行为溢出效应, 环境自我效能, 环境自我认同, 环境集体效能

CLC Number:

B849

SHE Shengxiang, LI Shicheng, SUN Yan. Nudging Mechanism of “Easy to Difficult” Pro-Environmental Behaviors[J]. Studies of Psychology and Behavior, 2025, 23(6): 839-846.

佘升翔, 李事成, 孙彦. “由易入难”的亲环境行为助推机理[J]. 心理与行为研究, 2025, 23(6): 839-846.

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