Gains and losses for humans and the environment: Effects of social identity and message prospect framing on pro‐environmental behaviors

Addressing the global climate emergency and an urgent need for psychological research, present study drew on two major perspectives: social identity theory's notion of a socially constructed sense self, prospect cognitive heuristics asymmetric effects gain loss framed messaging. A 2 (Human vs. Environmental Identity) × (Gain Loss framing) factorial experiment (N = 160) sought causal evidence superordinate identities, versus messaging, their interactions upon motivations pro-environmental behavior. Results suggested interaction between message frames activism, support environmental policy, enactment measures. Challenging original findings, messages were dominant in enhancing private sustainable behaviors, while political behaviors. Whereas income was significant demographic predictor, overall findings inform campaign strategies