Behavioral Choices and Environmental Campaigns

Environmental campaigns are increasingly used by NGOs and governments to promote pro-environmental behavior. However, their effectiveness in reaching a broad audience remains uncertain. This study explores how individuals' prior behavioral choices influence their recall and appreciation of environmental campaign messages. Using two-stage least squares regression, we find that individuals already engaged in recycling are more likely to recall and appreciate campaign content. The results suggest that two mechanisms -motivated memory and cognitive complexity -may explain these findings, indicating that environmental campaigns are more effective among individuals already inclined toward pro-environmental behaviors.