Identifying bias in self-reported pro-environmental behavior

Research on pro-environmental behavior (PEB) informs social policies and interventions, so the quality of PEB measurement is critical. Self-reported measures in surveys often contain non-negligible error that can bias estimates lead to incorrect findings. Given potential presence error, we hypothesize changes way self-reported measured might systematic errors affect validity results. Study 1 (N = 951) showed priming participants with related scales like environmentalist identity did not substantively change reported (all ds ≤ 0.12). To investigate possibility overreporting without priming, 2 385) littering prevention using Unmatched Count Technique. A standard questionnaire format led much higher compared more anonymous covert condition, d 0.53, this effect appeared driven by who a stronger identity. These results may help explain some observed measures. We suggest researchers could reduce indirect questioning techniques.