It is a moral issue: The relationship between environmental self-identity, obligation-based intrinsic motivation and pro-environmental behaviour

In order to effectively mitigate climate change, people need to adopt environmentally-friendly actions. We argue that some people act in an environmentally-friendly manner without external incentives to do so, but rather because they are intrinsically motivated to do so. There is some initial evidence to suggest that this is particularly likely for people with a strong environmental self-identity. However, not much is known about how environmental self-identity influences pro-environmental actions. In this research, we aimed to test whether, and if so, via which process environmental self-identity is related to environmentally-friendly behaviour. We conducted three studies to test our hypotheses. In the first study, our hypotheses were confirmed in a sample of the general population using a correlational design. In the second study, we replicated our findings with a different indicator of moral obligation and with a different dependent variable. In the third study, we tested our model in an experimental design. Again, we found support for our hypotheses that environmental self-identity is related to one's obligation-based intrinsic motivation (that is, feelings of moral obligation) to act pro-environmentally, which in turn affects pro-environmental actions. As expected, the obligation-based intrinsic motivation mediates the relationship between environmental self-identity and environmentally-friendly behaviour. Our findings suggest that strengthening environmental self-identity may be a cost-effective way to promote pro-environmental actions, as people with a strong environmental self-identity are likely to act in an environmentally-friendly manner without an external incentive to do so. (C) 2013 Published by Elsevier Ltd.