It is commonly assumed that pro-environmental behaviour can be triggered by offering an extrinsic reward. Now research shows that acting pro-environmentally elicits positive feelings and leads people to feel warmer. In experiments, people who learn they act in an environmentally friendly way feel good about themselves and perceive a higher room temperature than people who learn their behaviour is environmentally unfriendly.
- Danny Taufik
- Jan Willem Bolderdijk
- Linda Steg