Mere presence effect on pro-environmental behavior: exploring the role of social influence

Abstract

This study investigates how the presence and type of an observer influence individual waste sorting intentions. We explore the role of impression management and pro-environmental attitude as mediating and moderating factor, respectively. Results indicate that individuals are more inclined to sort waste thoroughly in the presence of another person, particularly an acquaintance or a stranger, compared to CCTV or being alone. This effect is amplified among those with weaker pro-environmental attitude. Conversely, individuals with stronger pro-environmental attitude consistently exhibit high waste sorting intention irrespective of the observer’s presence. The results suggest that placing waste sorting facilities in public areas may be more effective than installing CCTV cameras, especially among those with lower pro-environmental attitudes.