Managing climate crisis through the affects: a semiotic cultural perspective on improving pro-environmental behaviors

The urgent need for addressing the climate crisis calls for a transformation in human lifestyles. While technological and political interventions play a role, individual behavioral change is equally crucial. Pro-environmental attitudes are considered key influencers of such behaviors. However, studies have shown that having pro-environmental attitudes doesn’t always translate into pro-environmental behaviors, and the reasons for this gap are not fully understood. This study aims to analyze the effect of the affective valence (i.e., connotation of the world in terms of good-bad) on the relationship between environmental attitudes and pro-environmental behaviors. Sample was composed of 1,724 Italian employees from various companies. Participants filled out self-report questionnaires aimed at measuring pro-environmental behaviors, environmental attitudes and the affective valence. A General Linear Model (GLM) was performed to analyze the relationship between environmental attitudes and pro-environmental behaviors, and the moderation effect of affective valence. Results revealed a positive association between pro-environment attitudes and pro-environment behavior and such relationship was found to be moderated by the good dimension of the affective valence and weakened by the bad dimension. This study highlights the importance of the good dimension of the affective valence in motivating pro-environmental behaviors, suggesting that environmental campaigns should focus on this aspect to effectively promote pro-environmental actions.