Do Actions Speak Louder Than Words? : Assessing the Consistency Between Self-Reported and Observable Pro-Environmental Behavior

Abstract

The current study aims to explore the alignment between self-reported intentions and actual behavior, focusing on bringing reusable mugs to coffee shops. There is a well-documented disparity between what individuals claim they will do and what they actually do. Previous research has shown this gap in various pro-environmental contexts, such as water conservation and recycling. The current study builds upon this literature by specifically investigating the difference between self-reported intentions and current behavior in the context of reusable mug usage. Self-reported data indicate that approximately 40% of participants bring reusable mugs to coffee shops and that nearly all participants would bring a reusable mug if a $1+ discount is offered. By observing participants in a coffee shop setting where a $1 discount is offered for bringing a reusable mug, we can assess the ecological validity of participants’ self-reported data and capture a more accurate picture of decision-making in everyday life. Overall, this study seeks to contribute to understanding the nuances of environmentally friendly behaviors and to better inform strategies for promoting sustainability.