Does Social Reputation Always Increase Pro-Environmental Behavior? The Roles of Social Distance,Peer Influence,and Single Versus Multiple Models

Abstract

We investigated how social reputation, peer influence, and social distance affect pro-environmental behavior in young Chinese children across three studies (N = 224, 110 girls). Five-year-olds completed an environmental purchasing task, choosing between cheaper conventional and more expensive eco-friendly products. Study 1 examined behavior under reciprocal versus non-reciprocal observation. Study 2 informed children that a peer (friend or stranger) had purchased an eco-friendly or conventional product before they chose in public or private settings. Study 3 presented two peers (both friends, both strangers, or one of each) exhibiting consistent pro-environmental, consistent conventional, or conflicting behaviors before children made purchasing decisions publicly or privately. Study 1 found that social reputation enhanced pro-environmental behavior. However, Study 2 revealed that when friends acted pro-environmentally, children reduced their own pro-environmental actions publicly, showing vicarious moral licensing. Friends choosing conventional products or strangers’ behaviors had no effect. Moreover, Study 3 demonstrated that vicarious moral licensing was strongest publicly when friends acted pro-environmentally, while strangers did not. When both acted pro-environmentally, children maintained their pro-environmental behaviors publicly. These findings suggest 5-year-olds strategically manage reputation within their social networks through complex mechanisms shaped by social distance and behavioral consistency, not simple imitation.