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Pro-environmental behavior and environmentalist movements: Evidence from the identification with Fridays for Future

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  • Flörchinger, Daniela
  • Frondel, Manuel
  • Sommer, Stephan
  • Andor, Mark A.

Abstract

This paper empirically tests the impact of pro-environmental identity on environmental behavior by priming study participants with their previously stated attitude towards the environmentalist movement Fridays for Future. On the basis of a large-scale survey experiment including the incentivized choice between a voucher for a flight or a train ride, we find evidence that respondents who receive such an identity prime are more likely to behave in line with the movement’s moral principles in that they take the train. The largest treatment effect is found for respondents with a negative attitude towards the movement, which is consistent with moral balancing. Our results suggest that pro-environmental behavior may be enhanced by reminding individuals of their attitude towards environmental matters.

Suggested Citation

  • Flörchinger, Daniela & Frondel, Manuel & Sommer, Stephan & Andor, Mark A., 2025. "Pro-environmental behavior and environmentalist movements: Evidence from the identification with Fridays for Future," Ecological Economics, Elsevier, vol. 235(C).
    • Handle: RePEc:eee:ecolec:v:235:y:2025:i:c:s0921800925000928
    DOI: 10.1016/j.ecolecon.2025.108609
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    JEL classification:

    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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