The literature research on ecological guilt finds a positive association between pro-environmental behaviour intentions and ecological guilt. However, we will be looking at circumstances where ecological guilt will work best under certain circumstances and situations where ecological guilt will be ineffective.
1. Guilt is usually assumed to motivate pro-environmental behaviour.
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- However, the link between ecological guilt and promoting pro-environmental behaviour is not automatic (closely linked).
- Infusing ecological guilt may lead to negative social outcomes (i.e. reactance theory).
- The guilt inducer should provide tips and suggestions to engage in pro-environmental behaviour and the perceptual salience of the suggestions is important.
- The pro-environmental behaviour suggested should be closely linked to the attitudinal change intended in the advertisement.
- Whether ecological guilt will lead to reactance or reparation, depends on the salience of the reparatory means.
- The advertisement should not focus on the restrictive nature of the advertisement, as it could result in people to display a reactance response to the advertisement.
2. The influence of ecological guilt depending on the roles of both issue proximity and environmental consciousness
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- Issue proximity refers to the degree of closeness between an issue and the person. (i.e. In the past, to a normal person, health could be an issue of high issue proximity, while environment could be an issue of low issue proximity)
- However, environmental issues may become an issue of high issue proximity over time. More research is needed.
- In this discussion, we will assume the environmental issue as an issue of low issue proximity.
- Drawing insights from social impact theory, it is stated that responses to social influence are determined by the immediacy of the source of ecological guilt.
- Environmental consciousness refers to the psychological likelihood to engage in pro-environmental behaviour.
- Issue proximity refers to the degree of closeness between an issue and the person. (i.e. In the past, to a normal person, health could be an issue of high issue proximity, while environment could be an issue of low issue proximity)
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