Michael Prinzing
University of North Carolina, Chapel Hill
Awareness and concern about climate change are widespread. But rates of pro-environmental behaviour are low. This is partly due to the way in which pro-environmental behaviour is framed—as a sacrifice or burden that individuals bear for the planet and future generations. This framing elicits well-known cognitive biases, discouraging what we should be encouraging. We should abandon the self-sacrifice framing, and instead frame pro-environmental behaviour as intrinsically desirable. There is a large body of evidence that, around the world, people who are living more environmentally lifestyles are happier than those not doing so. This is the message we should be spreading.
Keywords climate change  consumer behaviour  happiness  well-being
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Reprint years 2020
DOI 10.1080/21550085.2020.1848192
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The Weirdest People in the World?Joseph Henrich, Steven J. Heine & Ara Norenzayan - 2010 - Behavioral and Brain Sciences 33 (2-3):61-83.
Construal-Level Theory of Psychological Distance.Yaacov Trope & Nira Liberman - 2010 - Psychological Review 117 (2):440-463.
The Virtue of Simplicity.Joshua Colt Gambrel & Philip Cafaro - 2009 - Journal of Agricultural and Environmental Ethics 23 (1-2):85-108.

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