Warm glow is associated with low-but not high-cost sustainable behaviour

25 Feb 2019

Why do people contribute to important societal causes, such as sustainability? This study hypothesized that people are motivated to help because they anticipate a sense of warm glow from acting green. Although results reveal that ‘feel-good’ affect mostly drives low- rather than high-cost behaviour changes, harnessing people’s intrinsic motivation to help the environment may be an underleveraged mechanism for promoting sustainability.