Positive spillover occurs when changes in one behavior influence changes in subsequent behaviors. Evidence for such spillover and an understanding of when and how it may occur are still limited. This paper presents findings of a 1-year longitudinal behavior change project led by a commercial retailer in the United Kingdom and Ireland to examine behavior change and potential spillover of pro-environmental behavior, and how this may be associated with changes in environmental identity and perceptions of ease and affordability as well as perceptions of how participation in the project has helped support behavior change. We draw on both quantitative and qualitative data. Study 1 examines quantitative data from the experimental and a matched control group. Study 2 reports qualitative findings from a follow up interview study with participants of the experimental group. As expected, we found significant changes in reported pro-environmental behavior and identity in the experimental group as well as some indications of behavioral spillover. These changes were not significantly associated with changes in environmental identity. The interviews suggested that group dynamics played an important role in facilitating a sense of efficacy and promoting sustained behavior change and spillover. Moreover, the support by a trusted entity was deemed to be of crucial importance.
Keywords: identity; longitudinal; pro-environmental behavior; spillover; sustainable lifestyles.