The dual-process of reactive and intentional decision-making involved in eco-friendly behavior

• Published in: Journal of environmental psychology Vol. 27; no. 2; pp. 117 - 125
• Main Authors: Ohtomo, Shoji, Hirose, Yukio
• Format: Journal Article
• Language: English
• Published: Amsterdam Elsevier India Pvt Ltd 01.06.2007; Elsevier
• Subjects: Applied psychology; Behaviour; Biological and medical sciences; Decision making; Environment. Ecology; Environmentalism; Fundamental and applied biological sciences. Psychology; Intentional action; Psychology. Psychoanalysis. Psychiatry; Psychology. Psychophysiology; Reactivity; Asia; Japan; Human; Attitude; Decision making; Environment; Intention; Recycling; Student
• ISSN: 0272-4944; 1522-9610
• DOI: 10.1016/j.jenvp.2007.01.005

We extended the prototype model Gibbons and Gerrard to examine the disparity between professed environmental concerns and behavior. Our model assumed that there are two decision processes: a reactive process involving unintentional decision-making based on situational factors, and an intentional process involving goal-oriented decision-making based on attitudinal factors. A questionnaire about recycling behavior was completed by 206 Japanese undergraduate students. The results indicated that the prototype image and descriptive norm were determinants of the reactive process to accept eco-unfriendly behavior. In contrast, environmental concern and the injunctive norm were determinants of the intentional process to promote eco-friendly behavior. Our model suggests that eco-friendly behavior may be inhibited or promoted depending upon whether the reactive process or the intentional process is more salient.