Pro-environmental spillover in consumer behavior : existence and drivers

The thesis focuses on pro-environmental spillover, and is based on a panel study (pre and post-intervention online surveys) on a sample of students from Århus University, Denmark. Essay 1 analyzes the existence itself of spillover, showing that this is limited to simple and painless behaviors. Essay 2 focuses on the role played by habits as moderator of the spillover effect. Results show that habits do play a relevant role in shaping spillover trajectories, with individuals holding strong habits in the target behavior being more likely to experience stronger spillover. Essay 3 deals with the role played by incentives in spurring spillover; results suggest that the nature of rewards (monetary vs praise) is not a relevant factor in moderating spillover.