In climate change communications, do attitudes towards humans influence pro-environmental action? If so, does it depend on endorsement of self-transcendence values? Two experiments examined these questions by assessing the effects of activating positive (vs. negative) humanity esteem on environmental motives, personal moral norms, and behavioural intentions to protect the environment. The experiments tested whether the effects of humanity esteem depend on individuals' self-transcendence values. Results indicated that among people who endorse self-transcendence values less strongly, those in the positive (vs. negative) humanity-esteem condition had lower ecocentrism (Experiment 1) and weaker personal norms, which led to weaker behavioural intentions to protect the environment (Experiment 2). In contrast, across the two humanity-esteem conditions, people who more strongly endorsed selftranscendence values showed stronger ecocentrism, personal moral norms, and behavioural intentions to protect the environment. Thus, for people with weaker self-transcendence values, portrayals of humanity play a role in people's engagement with environmental causes. Copyright © 2014 John Wiley & Sons, Ltd.Human activities contribute to climate change above and beyond changes that occur through natural processes (IPCC, 2007). In discussions of climate change, this influence of humanity can be presented as an impact that we can overcome through diligence and ingenuity or as an impact that is due to our carelessness and stupidity. Further, humanity can be portrayed as a sociable, intelligent species that helps each other and solves problems collectively or as a self-focused malevolent species that ignores long-term consequences of the destruction of nature. The latter view has resonated in the social media, and there are emerging descriptions of humans as parasites on the earth (e.g. Pindal & Drew, 1966) or cancer on the surface of the earth (e.g. MacDougall, 1997). Similarly, in Age of Stupid, a green documentary released in 2009, film director Franny Armstrong portrayed a disparaging view of humanity and at the same time sought to mobilise civic involvement to combat climate change. Is this an effective approach to engage people in pro-environmental acts? If so, is it compatible with the prevailing social values approach advocated and endorsed by environmentalists and many civil organisations (e.g. Adams & Jeanrenaud, 2008;Kasser, 2009;Leiserowitz & Fernandez, 2008;WWF, 2008)?In two experiments, we tested whether manipulations of attitudes towards humanity lead to changes in motives to protect the environment (Experiment 1), personal moral norms to protect the environment, and intentions to engage in proenvironmental behaviours (Experiment 2). Across the experiments, we also tested if the effects of attitudes towards humanity on environmental motives, personal moral norms, and behavioural intentions depend on the extent to which individuals place importance on self-transcending values.
Humanity Esteem and EnvironmentalismResea...