Will Costliness Amplify the Signalling Strength of Past Pro-Environmental Behaviour? Exploratory Study on Autonomy

Research has shown that the extent to which previous environmental actions are linked to people’s environmental self-identity influences subsequent environmentally-friendly behaviour. The study empirically examined the influences of recycling efforts on subsequent pro-environmental behaviour by PLS (partial least squares) structural equation modelling based on the survey data of 426 respondents in China. The results indicate that recycling efforts have a positive effect on pro-environmental behaviour through the mechanism of feelings of pride and environmental self-identity. We hypothesise that past pro-environmental behaviour is more likely to promote an individual’s environmental self-identity when the behaviour is incurred with a higher costliness. However, the results show that only when individuals autonomously perform costly recycling behaviour, the signalling strength of previous recycling efforts is higher to promote environmental self-identity. On the contrary, the high costliness weakens the signalling strength of previous recycling efforts through producing negative emotions. Our results show that when reminding people of their past pro-environmental behaviour in order to promote future pro-environmental behaviour, it is useful to emphasize the autonomously taken costliness of behaviour as it can strongly signal that one is a pro-environmental person, thus as to strengthen environmental self-identity.