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The Influence of Goal Frames and Value Orientations on the Motivation to Engage in Pro-Environmental Behaviour

Huilmann, Lisa (2023) The Influence of Goal Frames and Value Orientations on the Motivation to Engage in Pro-Environmental Behaviour.

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Abstract:One possibility to reduce greenhouse gas emissions is through digital feedback for energy consumption (e.g., graphical representations) in the residential sector. To maximise the motivation to engage in pro-environmental behaviour (PEB), goal framing theory has been commonly used in this context, being concerned with the framing of information and the salience of goals. Possibly moderating the relationship between goal frames and PEB are individual value orientations and the willingness to give up comfort. This explanatory research attempted to investigate this relationship by using an experimental design of 3 (Visualisation: control versus energy versus money) x 2 (Motivation to Engage in PEB: pre versus post measurement). The visualisations were designed to depict the hedonic (energy) and gain (money) goal frame. The results did not yield any significant effects, except for a marginally significant interaction effect of the gain goal frame and biospheric value orientation. Future research should attempt to understand the joint effect of gain goal frame and biospheric value orientation on PEB better and to investigate possible third variables influencing the relationship between goal frames and PEB. Advancing the understanding in this context might contribute to make visual feedback about energy consumption more effective and lead to more energy-conscious behaviour.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Programme:Psychology BSc (56604)
Link to this item:https://purl.utwente.nl/essays/95734
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