Some human behaviors have serious societal consequences, but these consequences tend to be neglected in online research on societally relevant behaviors. For example, human activities contribute to climate change and biodiversity loss, but pro-environmental behavior is often studied using inconsequential self-reports and hypothetical scenarios. Such measures can easily be administered online, but suffer from severe validity problems. To address these problems, we developed a multi-trial web-based procedure for the study of consequential pro-environmental behavior. On the Work for Environmental Protection Task (WEPT), participants can choose to exert voluntary extra efforts screening numerical stimuli in exchange for donations to an environmental organization. They thus have the opportunity to produce actual environmental benefits at actual behavioral costs (i.e., to show actual pro-environmental behavior). In a preregistered validation study (N = 209), we found WEPT performance to systematically vary with these consequences, that is, the implemented costs and benefits were large enough for participants to effectively take them into account. In addition, aggregated WEPT performance was found to be highly reliable and to be correlated to self-reports and objective observations of other pro-environmental behaviors and conceptually related measures. These findings support the validity of the WEPT as an online procedure for the study of actual pro-environmental behavior. We discuss how the WEPT can advance the experimental analysis of pro-environmental behavior, help to address problems of common-method variance in individual difference research, and be adapted for the consequential study of other societally relevant behaviors.
Keywords: Consequences; Online assessment; Performance-based assessment; Pro-environmental behavior; Reliability; Validity; Work for Environmental Protection Task.
© 2021. The Psychonomic Society, Inc.