My Influence on the World (of Others): Goal Efficacy Beliefs and Efficacy Affect Predict Private, Public, and Activist Pro-environmental Behavior

Efficacy beliefs are important drivers of human behavior. In the sustainability domain, self-, collective, and participatory efficacy tend to predict pro-environmental behavior (PEB). Yet, few studies consider efficacy actors and goals simultaneously, and it is uncertain whether specific efficacy beliefs are more or less predictive of specific PEB types (i.e., private, public, or activist). Therefore, we implemented a 2 x 2 plus baseline design (Study 1, N = 259), presenting participants with success stories and imagination tasks that highlighted either self- or collective efficacy (I vs. we) and either a direct or indirect goal (act environmentally friendly vs. encourage others to act). Although the manipulations did not affect goal efficacy beliefs or PEB intentions, goal efficacy beliefs and positive affect predicted PEB intentions, and specific efficacy behavior patterns occurred. Study 2 (N = 1,143) replicated most of the findings from Study 1: Self-efficacy predicted private PEB, and participatory efficacy predicted activist PEB. The relationship between collective efficacy and public PEB remains unclear. Our results highlight the importance of differentiating actors and goals in efficacy research and behavior types in general.