Once Good, Always Good? Testing Nudge’s Spillovers on Pro Environmental Behavior

It is a common assumption to believe that encouraging pro environmental behavior (PEB) in one domain would lead increased PEB other domains (best-case scenario) or just be restricted the initial targeted (worst-case scenario). Evidence from rapidly growing literature on moral licensing suggests interventions targeting behavioral change could an even worse scenario, with individuals starting underperform domain, as compensation for their good performance domains. We propose study dynamic of PEBs when are exposed specific nudge (priming) via original experiment designed capture actual behavior. found priming increase PEB, but does not thwart licensing. Primed end up doing than non-primed individual under condition. A more comprehensive view mechanisms underlying essential support sustainable policies.