The Effects of Labeling on Environmental Self-identity

Abstract

Labeling refers to the behavior that a person uses specific words to label and tends to describe according to the label. For example, when labeled as "environmentally-conscious", one will enhance his/her pro-environmental behaviors. Thus that will strengthen his/her environmental self-identity, which, in turn, will promote pro-environmental behaviors. This paper looks into the effects of four labels on pro-environmental behaviors. The study into elephant protection found that negative labels can significantly encourage elephant protection and discourage the consumption of elephant-related products. This research will provide a policy tool for environmental organizations and relevant governmental departments.