Campaigns to promote pro-environmental behaviour usually emphasize self-interested reasons for engaging with a self-transcendent cause such as protecting the environment. However, psychological evidence suggests that this approach may fail to stimulate other, different, environmental behaviours. Research shows that communicating self-transcending motives for car-sharing increases recycling rates, whereas presenting self-interested reasons alone, or combined with self-transcending motives, does not.
- Laurel Evans
- Gregory R. Maio
- Ulrike Hahn
