Imagining a Sustainable World: Measuring Cognitive Alternatives to the Environmental Status Quo
We build on social identity models of environmental collective action by considering the role ofpeople’s access to cognitive alternatives to the environmental status quo. We developed a new measure of cognitive alternatives to the environmental status quo, and examined its ability to predict environmental activist identification and willingness to engage in environmental activism. In Study 1 (N = 386), we developed the initial scale, and found evidence for its reliability and validity. The ability to imagine cognitive alternatives was associated with other relevant social identity and environmental variables including perceived legitimacy of the current environmental status quo, pro-environmental consumer and activist behavior, and beliefs in anthropogenic climate change. In Study 2 (N = 393), we confirmed the factor structure of the scale and found that it was a strong predictor of environmental activist identification, explaining variance beyond extensive control variables including identification with nature. It also explained additional variance in willingness to engage in activist behavior beyond even environmental activist identification. Our results suggest that the ability to imagine cognitive alternatives to the environmental status quo might have important implications for whether people engage in pro-environmental collection action to mitigate climate-change and other environmental problems.