Autonomous communication with normative information facilitates positive spillover: promoting pro-environmental behaviors in a local setting

A pro-environmental behavior (PEB) intervention may increase the adoption of other PEBs that were not targeted by the intervention, leading to a positive spillover effect. Communication that both support autonomy, as defined by self-determination theory, and compliance with descriptive norms may promote the targeted PEBs and positive spillover effect. Such communication may enhance autonomous motivation to adopt PEBs. A pilot study (<i>N</i> = 350) about waste management in a university campus found that autonomous communication supplemented by normative information influenced both targeted and non-targeted behavioral intentions, compared to autonomous-only and controlling communication. Findings were replicated in a main study (<i>N</i> = 629). An intervention combining autonomy support and descriptive norms increased the likelihood of a positive spillover effect in contrast to an intervention combining controlling communication and descriptive norms. In both studies, autonomous motivation mediated the positive spillover effect. Results suggest that communication that promotes autonomous motivation by fulfilling basic self-determination needs may have a broader effect on a wider range of PEBs.

亲环境行为（pro-environmental behavior，PEB）干预措施，可能会提升未被该干预纳入靶向范围的其他亲环境行为的采用率，进而产生正向溢出效应。同时契合自我决定理论（self-determination theory）所定义的自主性支持，且符合描述性规范（descriptive norms）的沟通方式，既可以推动靶向亲环境行为的实施，也能促进正向溢出效应的产生。此类沟通方式可强化个体采用亲环境行为的自主性动机。一项针对大学校园垃圾管理的试点研究（样本量N=350）发现，相较于仅采用自主性支持的沟通方式与控制性沟通方式，辅以规范信息的自主性沟通，同时对靶向与非靶向行为意向产生了影响。上述研究结果在一项主研究（样本量N=629）中得到了重复验证。相较于结合控制性沟通与描述性规范的干预措施，融合自主性支持与描述性规范的干预措施，提升了正向溢出效应发生的可能性。两项研究均显示，自主性动机在正向溢出效应中发挥了中介作用。研究结果表明，通过满足个体基本自我决定需求来强化自主性动机的沟通方式，可对更广泛的亲环境行为产生更为深远的影响。