Roles, Risks and Responsibility: Foundations of Pro-Environmental Culture in Everyday Choices
Year: 2025
Type: article
Abstract: This study explores how contextual framings influence sustainable decision-making in everyday situations. Building on the literature about the intention–behaviour gap, we examine the combined effect of role activation and environmental risk on pro-environmental preferences. A scenario-based behavioural experiment, conducted via oTree, integrated within-subject role framing (citizen, consumer, neutral) with randomised environmental risk conditions. Participants completed repeated binary choice tasks, where Eco-Preference was defined as the frequency with which they chose the sustainable option. The results indicate that activating a citizen role significantly increased Eco-Preference compared to consumer or neutral framings, while high-risk contexts did not directly boost sustainable behaviour. Instead, risk cues had an indirect effect through motivational states, highlighting the mediating role of Eco-Preference. Theoretically, this study advances Eco-Preference as a latent behavioural construct linking identity-based theories of responsibility with decision-based models of sustainability. Practically, the findings underscore the potential of role-based communication strategies to enhance ecological responsibility, suggesting that both policy and organisational interventions can benefit from fostering civic identities. Ultimately, the framework is applicable across cultures by offering a behavioural measure less prone to survey bias, supporting future comparative research on environmental decision-making.
Source: Sustainability
DOI: 10.3390/su17209019
Language: English
Subfield: Management, Monitoring, Policy and Law
Field: Environmental Science
Domain: Physical Sciences
Open Access status: gold
Estimated APC paid: $2,896
OpenAlex ID: W4415296331