Abstract

FERREIRO, Julián et al. Using visual Cues for promoting a pro-environmental behavior. Suma Psicol. [online]. 2013, vol.20, n.1, pp.101-110. ISSN 0121-4381.

Abstract Excessive use of carrier plastic bags has severe environmental consequences. The aim of this study was to assess the influence of visual stimuli for reducing the use of plastic bags in a natural context. In one condition, customers of a copy shop were exposed to an image of a landfill, whereas in the other they were exposed to the image of a landscape without pollution. The results indicated that the number of customers that took the plastic bag in the presence of the landfill image was lower than in the alternative condition. Whilst association between the two variables was statistically marginal, the number of people who carried the bag in the landfill condition was significantly lower than expected by chance. In turn, it was observed that reduction in plastic bag use was significantly higher for women. These results indicate that the landfill image would have a subtle influence over plastic carrier bag use behavior and generalize previous findings about the effect of visual cues on consumer behavior pro-environmental action. We analyze the potential of this low-cost technique for environmental behavior change.

Keywords : priming; pro-environmental behavior; plastic carrier bags; visual stimulation; environmental psychology.

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