Shreedhar, Ganga 
ORCID: 0000-0003-2517-2485 and Mourato, Susana ORCID: 0000-0002-9361-9990
(2018)
Do biodiversity conservation videos cause pro-environmental spillover effects?
Working Paper (302).
Grantham Research Institue on Climate Change and the Environment, London, UK.
Abstract
We examine whether audio-visual media interventions that aim to increase donations towards biodiversity conservation cause pro-environmental spillovers on two subsequent behavioural intentions: The Willingness to Pay (WTP) a green fee and Willingness to Donate (WTD) time to an environmental campaign. In a controlled lab experiment, we exogenously vary the media exposure to brief biodiversity conservation videos and media content on the anthropogenic cause of biodiversity endangerment. We find media exposure has a positive spillover effect on the likelihood of stating a positive WTP, but not on WTD. Media content on the anthropogenic cause of biodiversity endangerment has both a direct causal impact on the amount donated, and an indirect positive effect on the time volunteered, especially for pro-social subjects who have donated to charities outside the lab. These results highlight that media content (on the anthropogenic cause) can cause positive short-run pro-environmental behaviours when there is behavioural similarity (i.e., voluntary contributions of money and time) for subjects who hold a stronger pro-social identity (past donors).
| Item Type: | Monograph (Working Paper) |
|---|---|
| Additional Information: | © 2018 The Authors |
| Divisions: | Psychological and Behavioural Science Geography & Environment |
| Subjects: | G Geography. Anthropology. Recreation > GE Environmental Sciences B Philosophy. Psychology. Religion > BF Psychology |
| Date Deposited: | 30 Oct 2019 13:00 |
| Last Modified: | 11 Dec 2024 19:31 |
| URI: | http://eprints.lse.ac.uk/id/eprint/102152 |
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