Abstract

Encouraging pro-environmental behavioural change such as saving water or energy, reducing waste or consumption can be challenging since such changes are private and typical situations of social dilemmas. Social pressure and identification with pro-environmental groups have been shown to trigger increased pro-environmental behaviours. This study looked at Generation Z university students to gauge the extent to which activating group versus individual identities might affect their intention to engage in sustainable behaviours. Four conditions were made salient in 476 university students: 1) personal identity; 2) university identity; 3) Generation Z identity; and 4) local identity as specifically related to an important local environmental issue (i.e., drought). In all conditions, identity was activated using the TST-Twenty Statement Test, and its impact on environmental attitudes and behaviours was evaluated. Results revealed that the salience of Generation Z identity impacted on pro-environmental attitudes and behaviours only when participants associated environmental concerns with their notion of the generation, whilst local identity had an impact on saving water because this is associated with an environmental problem in the specific place. These outcomes indicate the need to associate environmental concern with the Generation Z, while simultaneously linking local identity with environmental protection campaigns.