Triggering Tourist Pro-environmental Behaviour Through the Priming Effect of Environmental Self-Identity

Abstract

Human actions lead to various environmental issues, such as air and water pollution and climate change. Encouraging tourists to adopt pro-environmental behaviours has received attention from researchers and policymakers because it contributes to the preservation of natural resources, reducing environmental stress. The purpose of this study is to advance the current knowledge of tourists’ pro-environmental behaviours. Specifically, this PhD research focuses on investigating the priming effect of environmental self-identity on tourists' pro-environmental behaviours. Furthermore, this research measures pro-environmental behaviours through both self-reported behaviour and actual behaviour to strengthen the validity of the research results.

A systematic review of the literature shows that although environmental self-identity has been identified as a predictor of tourists' pro-environmental behaviours, how different forms of self-identities can be shaped by external cues has been overlooked. Based on self-congruity theory, the present study examines two different priming techniques to activate environmental self-identity, which in turn triggers pro-environmental behaviours. The first priming effect, which focuses on recalling past environmental behaviours, is associated with the notion of the actual self, while the second priming effect labelling individuals as proud and environmentally friendly targets their ideal self.

In addition, this study identifies the mediating roles of environmental self-identity and anticipated emotions to gain a deeper understanding of tourist pro-environmental behaviours. Given that two different measures are used to manipulate environmental self-identity, this study postulates that tourists are motivated by different intrinsic emotions, namely anticipated guilt, and pride. Considering the significance of boundary conditions, this research investigates three moderators: culture (Taiwan vs. US), psychological distance (spatial distance (close vs. far) and temporal distance (short vs. long)), and choice architecture (decision mode - choice vs rejection) to confirm whether the effectiveness of the priming effects varies in different circumstances.

The present study employs a quantitative methodology with an experimental design to identify the causal relationship between priming effects and pro-environmental behaviours. A series of experiments, including both laboratory experiments and quasi-experiments, are conducted for hypothesis testing. In the laboratory experiments, five different scenario-based experiments involving a total of 1695 participants evaluated the priming effects of environmental self-identity on the preference for sustainable hotels. In addition, mediators and moderators are examined in laboratory experiments. The quasi-experiment assesses recycling behaviour in a real-life setting to overcome the limitation of relying on self-reported behaviour measure.

The research findings show that tourists who are primed by recalling their previous pro-environmental behaviours or are labelled as environmentally friendly have a positive influence on pro-environmental behaviours. This indicates that environmental self-identity can be shaped by external stimuli and affect subsequent pro-environmental behaviours without direct interference. Moreover, the relationship between the priming effects and pro-environmental behaviours is sequentially mediated by environmental self-identity and anticipated emotions. When primed individuals are reminded of their past pro-environmental behaviours, environmental self-identity and anticipated guilt serve as sequential mediators between the priming effect and pro-environmental behaviours. However, the priming effect of labelling people as environmentally friendly influences environmental self-identity and anticipated pride, leading to pro-environmental behaviours.

The present study also identifies that culture, as a moderator, influences the relationship between priming effects and pro-environmental behaviours. Specifically, the priming effect that focuses on a person's actual self is effective in Taiwan, whereas the priming effect targeting an individual's ideal self is only significant among the participants from USA. In terms of the moderator of psychological distance, the findings reveal that the priming effect of recalling past pro-environmental behaviours is effective to elicit pro-environmental behaviour when the travel time or destination is in the near future and close proximity. On the other hand, the priming effect of identity labelling results in increased adoption of pro-environmental behaviour when the travel time or destination is more distant. Regarding the interaction between the priming effect of environmental self-identity and the choice architecture, the priming effect that recalls tourists' past pro-environmental behaviours does not vary between choice and rejection mode. However, the identity labelling technique that highlights the positive feelings associated with being an environmentally friendly person has an impact on pro-environmental behaviour in choice mode but not in rejection mode.

The present study makes significant contributions to the existing literature. It is the first study to examine how priming environmental self-identity can develop actual and ideal self-congruency, leading to tourists' pro-environmental behaviours. Additionally, no previous studies have investigated whether priming effects on pro-environmental behaviours can vary by culture, psychological distance, and choice architecture. The study provides theoretical and practical implications, along with detailed recommendations for researchers and professionals in the field of tourism.