Mind the Gap: Exploring the Influence of Environmental Awareness Dissonance on Ecological Behaviours

Abstract

This thesis investigates the psychological, social, and contextual factors influencing pro-environmental decision-making, focusing on the interrelatedness of environmental attitudes, social norms, and decision outcomes. Two hypotheses were proposed: (1) environmental attitudes are positively correlated with pro-environmental decision-making, and (2) participants receiving feedback indicating a higher environmental impact (compared to the “average person") (i.e., more harm to the environment) would exhibit more pro-environmental behaviour than those in low- or average-impact conditions.

The sample comprised 253 adults who participated in an online survey measuring environmental attitudes, carbon footprint, and choice tasks regarding transportation, investment, and donations. Participants were randomly assigned to one of three conditions: high-impact, average-impact, or low-impact feedback, informing them of their environmental impact relative to the “average person.” Environmental attitudes were measured using 23 Likert-scale statements, while an adapted tool calculated the carbon footprint. Delay discounting tasks assessed participants’ willingness to shift to sustainable transportation (e.g., public transit, electric vehicles), while climate-friendly decisions were measured through investment and charitable donations.

The results provided partial support for Hypothesis 1, showing weak correlations between environmental attitudes and financial decisions, with positive associations to climate-friendly investments and donations However, there was no support for Hypothesis 2, as ANCOVAs revealed no significant differences across conditions (p > 0.05). High-impact feedback was associated with a less rapid decline in the likelihood of waiting for electric vehicles (EVs) or paying a premium, with average-impact participants choosing more public transport. Participants preferred investments with higher returns, often neglecting environmental consequences, indicating that financial motivation influenced decision-making.

The findings illustrate that, in addition to donations, other symbolic, low-cost behaviours align well with attitudes, like investment decisions. More costly behaviours like changing transportation modes feel complicated as they conflict between hedonic and biospheric values. This suggests that past behaviours create social habits that resist change, rendering social norms theory less effective without contextual change. The study argues for a supportive context to convert attitudes into action, aligning with Attitude-Behaviour-Context theory.

Theoretical implications challenge rational choice theories, proposing a hybrid framework engaging VBN theory and goal-framing approaches. Policy recommendations should combine normative messaging with structural reforms (e.g., subsidies, reliable public transit) and interventions addressing cultural specifics. Future research should examine dynamic norms, disrupt life-transition habits, and explore technology-driven personalised nudges.

This research contributes to environmental psychology by highlighting the intricate role of awareness, norms, and contextual forces in sustainable decision-making. It calls for systemic change to bridge the gap between concern and action in addressing global environmental challenges.