Be a Rascal Among Rascal? The Vicarious Moral Self-Regulation Effect in College Students’ Pro-Environmental Behaviors

Abstract

Xiao Xiao,1– 3 Youlong Zhan,4 Yiping Zhong1,3 1Department of Psychology, School of Education Science, Hunan Normal University, Changsha, 410081, People’s Republic of China; 2Mental Health Education Center, Hunan First Normal University, Changsha, 410205, People’s Republic of China; 3Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha, 410081, People’s Republic of China; 4Department of Psychology, Hunan University of Science and Technology, Xiangtan, 411201, People’s Republic of ChinaCorrespondence: Yiping Zhong, Department of Psychology, Hunan Normal University, No. 36 Lushan Road, Yuelu Dist, Changsha, 410081, People’s Republic of China, Tel [phone], Fax [phone], Email [email protected]: According to social interaction theory, the psychology and behavior of individuals are influenced by others, especially these significant or intimate others. This classical social phenomenon, “Be a rascal among rascal”, which explains the influence of others’ behavior on an individual’s behavior, has also been observed in pro-environmental behavior. In recent years, environmental psychologists have termed this interesting phenomenon as the “vicarious moral self-regulation effect”, in which the prior environmental behavior of significant or intimate others influences an individual’s subsequent environmental behavior. However, the stability and psychological mechanisms of the vicarious moral self-regulation effect are still not well understood. Therefore, this study aims to verify the vicarious moral self-regulation effect in pro-environmental behavior through four studies.Methods and Results: In Study 1, 90 participants were randomly assigned to one of three groups (a stronger green credentials manipulation, a weaker green credentials manipulation, or a control group about a close friend), and results showed that participants in both stronger and less green credential groups made fewer carbon-neutral choices than those in the control group in the carbon emissions task. In Study 2 (120 participants), compared to the control group, participants in the group imagining both environmentally friendly and unfriendly behavior of close friends made fewer carbon-neutral choices. This finding also was observed in Study 3 (93 participants), where participants under the group of free recalling both environmentally friendly and unfriendly behavior of close friends made fewer green purchasing choices. In Study 4 (75 participants), compared to the control group, participants in the group of both imagining and free recalling the environmentally friendly behavior of a close friend made fewer carbon-neutral choices, and participants in the group of both imagining and free recalling the environmentally unfriendly behavior of close friend made fewer green purchasing choices.Conclusion: Results suggest that the environmentally friendly behavior of a close friend induces the vicarious moral licensing effect (those who handle vermilion are not reddened), and the environmentally unfriendly behavior of a close friend induces the vicarious moral identity effect (those who touch ink are blackened). Environmental behaviors of intimate others induce the obvious fluctuating changes in college students’ subsequent pro-environmental behaviors. This vicarious moral self-regulation effect can be explained by the mechanism of self-other overlap and provide scientific references for promoting pro-environmental behaviors among college students.Keywords: pro-environmental behavior, moral self-regulation, vicariance, moral licensing effect, moral cleansing effect

Keywords

• pro-environmental behavior
• moral self-regulation
• vicariance
• moral licensing effect
• moral cleansing effect