Min Tan

Green travel is a special type of pro-environmental behavior, which requires people to pay a time cost to reduce carbon emissions. This study explored the impact of the cost of travel time and feedback types on green travel. To verify the change of travel choice under different time costs, experiment 1 explored the impact of different costs of travel time on green travel. The results showed that with the increase in time cost, green travel behavior gradually decreased. This suggests that time costs can hinder green travel behavior. To intervene in this negative effect, experiment 2 explored the effects of different types of feedback intervention. The results showed that both environmental and health feedback could only intervene with green travel behavior when the time costs were low. This indicates that health and environmental feedback can intervene in the negative effects of travel time cost, but the cost range of the intervention is limited. This study has implications for promoting green travel behavior.

This study employs event-related potential (ERP) to examine the impact of empathic concern on prosocial decision-making with costs in both gain and loss contexts. In this experiment, participants can choose between two types of lottery tickets and pay lottery money to help the target person gain more money or lose less money. The behavioral results showed that regardless of the context of the decision (financial loss or gain), participants tended to help individuals who had induced high empathic concern. ERP results show that compared to the low-empathic-concern condition, the high-empathic-concern condition induced greater P3 amplitude in the gain context. However, this change in P3 amplitude caused by empathic concern did not occur in the context of loss. These findings indicate that empathic concern has different psychological mechanisms that moderate prosocial behavior in gain and loss contexts.

Different types of green products require different marketing approaches to promote individual green purchasing behaviors. Previous studies have focused only on the effects of message framing on the promotion of different types of green products; however, little is known about the role of underlying emotions. Using event-related potentials (ERPs), this study investigated the neural responses to message framings and anticipated pride in green product types to assess their level of influence on green consumption. Participants in this study were randomly assigned to the anticipated pride versus control groups, and asked to make green consumption decisions involving different types (self- vs. other-interested) of green products, utilizing both gain and loss framing. The behavioral results demonstrated that participants in the anticipated pride group made more green product purchase choices than those in the control group. The ERP results showed that within the loss framing of the control group, other-interested green products induced larger N400 and smaller late positive potential (LPP) amplitudes than self-interested green products, whereas the results showed the opposite trend for the anticipated pride group. These results indicate that although individuals might have biases in their motivation that lead them to focus on self-interested green products, anticipating pride reduces cognitive conflicts and increases their motivation to focus on other-interested green products in the context of loss.

People show a separation of intention and behavior in green consumption, and promoting actual green purchase behavior is more important than purchase intention. This study adopted a conflicting environmental decision paradigm to investigate behavioral and neural processes during actual green consumption decision-making involving different types of green products and message framing, according to construal level theory. Participants were instructed to make green consumption decisions involving green products with different psychological distances (self-interested green products vs. other-interested green products) under gain (e.g., buying green products brings positive results) or loss framing (e.g., not buying green products brings negative effects) while electroencephalograms were recorded. The behavioral results demonstrated that participants tended to purchase green products under loss framing more than under gain framing. The event-related potential results showed that under gain framing, decision-making for self-interested green products was associated with larger P3 than decision-making for other-interested green products. While under loss framing, decision-making for other-interested green products has a larger P260 than for self-interested green products. These findings suggest that under gain framing, self-interested green products elicit more cognitive resources than other-interested green products, while under loss framing, other-interested green products elicit stronger negative emotions than self-interested green products. The research has managerial implications for promoting consumers’ actual purchase behavior.

Perceptual cues act as signals in the aesthetic value environment, which promote emotion regulation toward pro-environment behavior. This type of perception-emotion-behavior reactivity forms the core of human altruism. However, differences in pro-environmental behavior may result from variation across high-aesthetic-value (HAV) and low-aesthetic-value (LAV) environments. This study investigated the neural mechanisms underlying interaction effects between environmental context and emotion regulation on pro-environmental behavior by integrating behavioral and temporal dynamics of decision-making information processing with event-related potential (ERP) technique measures. The results indicated that changing anticipated emotions changes pro-environmental behavior. Regarding changing aesthetic value environments, while modulating emotion regulation, significant differences were found in brain regions and mean amplitudes of N1, P2, N2, and late positive potential (LPP) components, which anticipated emotion. The findings suggest that environmental aesthetic value and emotion regulation impact pro-environmental behavior.