Stereotype Threats in Pro-Environmental Behaviors: An Integrative Review
(A2024-119654)

AUTHORS

Marta Rosales, Universidad Pontificia Comillas; Isabel Carrero, Universidad Pontificia Comillas; Camilla Barbarossa, Toulouse Business School

ABSTRACT

This paper employs the Multi-Threat Framework to explore how stereotypes affect pro-environmental behaviors (PEB) and societal norms. We provide a comprehensive review of the complexities surrounding stereotype threats in PEB, highlighting the need for nuanced environmental policies and marketing strategies. Our research extends beyond traditional stereotype sources like gender or race, focusing on 'green' identities, which are manifested through voluntary behaviors and lifestyles. This distinction reveals the dynamic interplay between inherent traits and consciously adopted practices in shaping stereotypes and their impacts. We find that stereotype threats lead to defensive responses, hindering PEB adoption. Our findings emphasize the importance of understanding these stereotypes for effective PEB management and suggest repositioning eco-friendly products and policies to normalize PEB across demographics. The paper concludes with a call for future cross-cultural and longitudinal studies, and experimental research to challenge stereotypes and understand identity intersectionality in PEB.