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Do biodiversity conservation videos cause pro-environmental spillover effects?

Shreedhar, Ganga and Mourato, Susana (2018) Do biodiversity conservation videos cause pro-environmental spillover effects? Working Paper (302). Grantham Research Institue on Climate Change and the Environment, London, UK.

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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: 28 Jan 2020 00:25
URI: http://eprints.lse.ac.uk/id/eprint/102152

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