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α: calibrated so average coauthorship-adjusted count equals average raw count
This paper empirically tests the impact of pro-environmental identity on environmental behavior by priming study participants with their previously stated attitude towards the environmentalist movement Fridays for Future. On the basis of a large-scale survey experiment including the incentivized choice between a voucher for a flight or a train ride, we find evidence that respondents who receive such an identity prime are more likely to behave in line with the movement’s moral principles in that they take the train. The largest treatment effect is found for respondents with a negative attitude towards the movement, which is consistent with moral balancing. Our results suggest that pro-environmental behavior may be enhanced by reminding individuals of their attitude towards environmental matters.