
31/07/2025
What kind of message actually encourages people to adopt a greener lifestyle? New research explores how different motivational messages influence our pro-environmental behavior. In a study with 420 university students, researchers found that messages highlighting competence (the ability to make a difference) and relatedness (connection to others) were significantly more effective at increasing pro-environmental actions than messages focusing on autonomy or choice. The findings suggest that in a collectivist culture, appealing to our ability to contribute and our care for the community are powerful motivators for sustainable change.
Read the full article to learn more about the psychology of environmental communication: https://archium.ateneo.edu/jmgs/vol13/iss1/5/