The importance of moral framing in pro-environmental behaviour – a field study
Pro-environmental behaviour (PEB) amongst the general public is recognised as an important part of solutions to long-term human sustainability, but describing and predicting it is complex and further experimental evidence is required to do so reliably. This research takes one model, the Comprehensive Action Determination Model (CADM), and tested it for predictive validity in a field experiment by linking covertly observed, anonymous data on domestic thermostat usage to values, attitudes, beliefs and behavioural intentions. An experimental manipulation was employed in order to demonstrate causality of predictor variables on behaviour.The well established ‘attitude-behaviour gap’ is observed as expected, but results provide support for the CADM in terms of predicting actual behaviour. Within this, the moralising of an issue (or not) showed the greatest correlation with actual behaviour ie. those who regard thermostat setting as a moral issue are more likely to show the pro-environmental behaviour above all other predictor variables, including intention. The experimental manipulation did not show a significant effect, demonstrating the difficulties of producing real-world behaviour change. Other key findings suggest that, contrary to other studies, in this case self-control does not increase pro-environmental behaviour. In addition, despite criticism of the New Environmental Paradigm as a scale to measure general environmental attitudes this study shows that it performs very similarly to its main alternative, the Environmental Attitude Inventory. Implications and future research are considered, in particular the need to further understand the mechanisms by which certain issues become moralised whilst other do not.