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An Integrative Framework to Test Purity Motivations in Environmental Behavior

Environmental issues are often discussed in purity-related terms. For instance, pollution, contamination, toxicity, and degradation are all concepts that can evoke notions of (im)purity in an environmental context. In this paper, we assess the efficacy of purity-based norms as drivers of environmental behavior. First, using a social media-based environmental cleanup campaign as a test case, we find that purity based norms, increase participation in the campaign. We then replicate and extend these findings in three behavioral experiments, finding that the effects of purity on environmental behavior are strongest for people who are more deeply connected with an in-group. Using an integrative approach to combine computational linguistics with behavioral experiments, we find that purity-based norms can be powerful motivators of environmental behavior, particularly if they emphasize the relation to group identity.