Be a Rascal Among Rascal? The Vicarious Moral Self-Regulation Effect in College Students' Pro-Environmental Behaviors

Xiao Xiao; Youlong Zhan; Yiping Zhong

doi:10.2147/PRBM.S414341

Be a Rascal Among Rascal? The Vicarious Moral Self-Regulation Effect in College Students' Pro-Environmental Behaviors

Psychol Res Behav Manag. 2023 Aug 2:16:2913-2929. doi: 10.2147/PRBM.S414341. eCollection 2023.

Authors

Xiao Xiao^{1

2

3}, Youlong Zhan⁴, Yiping Zhong^{1

3}

Affiliations

¹ Department of Psychology, School of Education Science, Hunan Normal University, Changsha, 410081, People's Republic of China.
² Mental Health Education Center, Hunan First Normal University, Changsha, 410205, People's Republic of China.
³ Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha, 410081, People's Republic of China.
⁴ Department of Psychology, Hunan University of Science and Technology, Xiangtan, 411201, People's Republic of China.

Abstract

Purpose: According to social interaction theory, the psychology and behavior of individuals are influenced by others, especially these significant or intimate others. This classical social phenomenon, "Be a rascal among rascal", which explains the influence of others' behavior on an individual's behavior, has also been observed in pro-environmental behavior. In recent years, environmental psychologists have termed this interesting phenomenon as the "vicarious moral self-regulation effect", in which the prior environmental behavior of significant or intimate others influences an individual's subsequent environmental behavior. However, the stability and psychological mechanisms of the vicarious moral self-regulation effect are still not well understood. Therefore, this study aims to verify the vicarious moral self-regulation effect in pro-environmental behavior through four studies.

Methods and results: In Study 1, 90 participants were randomly assigned to one of three groups (a stronger green credentials manipulation, a weaker green credentials manipulation, or a control group about a close friend), and results showed that participants in both stronger and less green credential groups made fewer carbon-neutral choices than those in the control group in the carbon emissions task. In Study 2 (120 participants), compared to the control group, participants in the group imagining both environmentally friendly and unfriendly behavior of close friends made fewer carbon-neutral choices. This finding also was observed in Study 3 (93 participants), where participants under the group of free recalling both environmentally friendly and unfriendly behavior of close friends made fewer green purchasing choices. In Study 4 (75 participants), compared to the control group, participants in the group of both imagining and free recalling the environmentally friendly behavior of a close friend made fewer carbon-neutral choices, and participants in the group of both imagining and free recalling the environmentally unfriendly behavior of close friend made fewer green purchasing choices.

Conclusion: Results suggest that the environmentally friendly behavior of a close friend induces the vicarious moral licensing effect (those who handle vermilion are not reddened), and the environmentally unfriendly behavior of a close friend induces the vicarious moral identity effect (those who touch ink are blackened). Environmental behaviors of intimate others induce the obvious fluctuating changes in college students' subsequent pro-environmental behaviors. This vicarious moral self-regulation effect can be explained by the mechanism of self-other overlap and provide scientific references for promoting pro-environmental behaviors among college students.

Keywords: moral cleansing effect; moral licensing effect; moral self-regulation; pro-environmental behavior; vicariance.

Grants and funding

This research was supported by the major project of the National Social Science Foundation of China (grant number: 17ZDA326) and the project of the Philosophy Social Science Project of Hunan Province (22YBA263).