Challenging Ingrained Thoughts? The Joint Effect of Stereotypes and Awareness of Related Information on Pro-Environmental Behavior in China

• Main Authors: Majid Ghorbani, Liyan Xuan
• Format: Article
• Language: English
• Published: MDPI AG 2018-06-01
• Series: Sustainability
• Subjects: positive stereotype; pro-environmental behavior; awareness; safety and environmental concerns; China
• Online Access: http://www.mdpi.com/2071-1050/10/6/1986

This research applies a positive stereotype perspective to test the effect of individuals’ choices between pro-environmental versus pro-safety behavior, while considering the role of media exposure. We test our hypotheses in China, where both food-safety and environment are major issues and are widely covered by the media and government reports. Based on a quasi-experiments and survey questionnaires focused on attitudes towards disposable chopsticks, we find that individuals form cognitive perceptions in ways that either have stronger positive environmental or safety stereotypes. Based on these stereotypes, they either believe that reusable chopsticks are more environmentally friendly or that disposable chopsticks are safer, each impacting individuals’ choices differently. In addition, awareness of information related to the environment augments the link between environmental stereotypes and pro-environmental behavior, while having no influence on the effect of safety stereotypes on pro-safety behavior. On the other hand, while awareness of safety-related information accentuates the link between safety-related stereotypes and pro-safety behavior, it has no impact on the effect of environmental stereotypes on pro-environmental behavior.