Encouraging pro-environmental behavior: Do testimonials by experts work?

PLoS One. 2023 Oct 4;18(10):e0291612. doi: 10.1371/journal.pone.0291612. eCollection 2023.

Abstract

Using non-pecuniary interventions to motivate pro-environmental behavior appeals to program administrators seeking cost-effective ways to increase adoption of environmental practices. However, all good-intended interventions should not be expected to be effective and reporting when interventions fail is as important as documenting their successes. We used a framed field experiment with 308 adults from the Mid-Atlantic in the United States to test the effectiveness of an expert testimonial in encouraging adoption of native plants in residential settings. Though studies have found testimonials to be effective in other contexts, we find that the video testimonial had no effect on residents' willingness to pay for native plants. Our analysis also shows that consumers who are younger, have higher incomes, and use other environmentally friendly practices on their lawns are more likely than other consumers to purchase native plants.

Publication types

  • Research Support, Non-U.S. Gov't
  • Research Support, U.S. Gov't, Non-P.H.S.

MeSH terms

  • Adult
  • Conservation of Natural Resources*
  • Consumer Behavior*
  • Environment
  • Humans

Grants and funding

Funding for this paper is from the National Science Foundation EPSCoR Grant No. 1757353 and the State of Delaware. (LPF, KDM, OMS) The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.