The effect of intergroup comparison on willingness to perform sustainable behavior

The present research examines the effects of intergroup comparison on willingness to perform sustainable behavior. In Experiment 1, university students compared current students with past or future students, and then completed measures of willingness to perform sustainable behavior. Participants who compared to past students reported more willingness to perform sustainable behavior than those who compared to future students. In Experiment 2, university students again compared current students with past or future students and completed measures of sustainable beliefs and willingness to perform sustainable behavior. Participants who compared to past students reported more willingness to perform sustainable behavior than those who compared to future students. This effect was mediated by strengthened sustainable beliefs. The results show that intergroup comparison can be strategically employed to promote motivation to perform sustainable behavior. (C) 2011 Elsevier Ltd. All rights reserved.