Thinking of the Past to Change the Future: Using the Ease of Retrieval Manipulation to Promote Pro-Environmental Behaviour

It is now more important than ever to reduce carbon emissions to combat climate change. This can only be achieved when individuals engage more in pro-environmental behaviour. However, behavioural change can be difficult; therefore, the current study investigated if environmentally friendly behaviour could be promoted subconsciously. Specifically, it was examined whether environmental self-identity and self-efficacy could be altered using the ease of retrieval manipulation to increase pro-environmental behaviour. The quantitative study was conducted at the University of Twente in the Netherlands (n = 166), using an online questionnaire. This study had a one-factor between participants design, with few (two) vs many (12) instances of energy-saving behaviour to retrieve in the ease of retrieval manipulation. Unfortunately, the results indicate that the manipulation did not work in the current study, as there was no difference between the two groups in their perceived ease of retrieval. PROCESS was used to test for multiple mediation effects. The manipulation did not influence environmental self-identity or self-efficacy, and environmental self-efficacy and self-efficacy did not predict pro-environmental behaviour. Moreover, environmental self-identity and self-efficacy did not mediate the effect of the manipulation on pro-environmental behaviour. Possible explanations for the failed manipulation are discussed, and recommendations for future research are suggested.