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Green self-image boosts online volunteering for environmental causes: Experimental evidence

Author

Listed:
  • Capra, C. Mónica
  • Jiang, Bing
  • Su, Yuxin
Abstract
We investigate the effect of salient green self-image on the willingness to participate in online volunteering for an environmental cause. Our experimental study shows that when the information about participants’ own perceived consciousness and responsibility is made salient, the likelihood of volunteering increases by 11.85 percentage points. Our study contributes to the literature by showing a causal relationship between self-image and pro-environmental volunteering. Our findings have implications for the promotion of online volunteering.

Suggested Citation

  • Capra, C. Mónica & Jiang, Bing & Su, Yuxin, 2024. "Green self-image boosts online volunteering for environmental causes: Experimental evidence," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 110(C).
    • Handle: RePEc:eee:soceco:v:110:y:2024:i:c:s2214804324000260
    DOI: 10.1016/j.socec.2024.102186
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    References listed on IDEAS

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    More about this item

    Keywords

    Volunteering; Self-image; Online experiment;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General

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