Pro-environmental behaviour is a moral issue

Many people engage in pro-environmental behaviour because it is morally the right thing to do. Two theoretical models are discussed that focus on the role of morality: the norm activation model (NAM) and the value-identity-personal norm model (VIP model). Interventions can target variables from the NAM and the VIP model and thereby strengthen one's moral obligation. A stronger moral obligation can then promote pro-environmental behaviour, even after the intervention is removed. Furthermore, when the intervention targets one's general moral obligation to engage in pro-environmental behaviour, a range of environmental actions can be strengthened. Financial incentives can promote pro-environmental behaviour when they are in place. Yet, financial incentives do not strengthen one's moral obligation to engage in pro-environmental action and therefore no longer promote behaviour once the incentive is removed. Thus, to encourage sustained behaviour change, it is important to go beyond financial incentives and consider the role of morality.