Abstract
This paper assesses the effect of communicating negatively valenced climate change information on pro-environmental behaviour and environmental attitude. The paper employs an experimental methodology, where an incentivized lab experiment was conducted with the participation of 194 subjects randomly allocated into two experimental conditions. Subjects in both conditions performed a consequential Pro-Environmental Behaviour Task (PEBT) and completed a post-experiment attitudinal questionnaire. PEBT choices and questionnaire responses were compared across conditions to assess the effectiveness of the behavioural intervention applied in the treatment condition only. Results provide evidence that climate change information that induces an environment-related negative affect is effective in achieving energy conservation outcomes.
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