Encouraging pro-environmental behaviors serves as an important tool to tackle ecological and environmental problems. Although previous studies have discovered that pro-environmental behaviors have labeling effects, few have explored the underlying psychological mechanism, and most research targeted adult groups. In the current study, two experiments were conducted to investigate labeling effects of pro-environment behaviors and verify such effects among adolescents. At the same time, the mediating role of environmental self-identity was also discussed. The first experiment aims to explore the relationship between labeling effects and pro-environmental behaviors which are shown in the willingness of protecting elephants. The second experiment deals with the mediating role of environmental self-identity on the relationship between labeling effects and pro-environment behaviors.By assessing the willingness of 301 participants in elephant protection, the first experiment analyzed the impact of different labels on pro-environment behaviors. The results show that: (1) Labeling effects have strong positive correlations with the willingness to protect elephants, to donate money, and the amount of donation, and a strong negative correlation with the willingness to consume elephants-related products. (2) Negative emotional labels are more effective than positive emotional ones in dampening desires to consume ivory products. Based on the first experiment, the second experiment, targeting 302 adolescents, explored the mediating mechanism of environmental self-identity on the relationship between label effects and pro-environment behaviors. The results show that: (1) Labeling effects have a strong positive correlation with the willingness to protect wildlife, but only a marginal correlation with the willingness to save resources. (2) Emotional labels have a strong positive correlation with wildlife protection. (3) Environmental self-identify is positively correlated with pro-environmental behaviors.To sum up, the current study, which considers factors influencing pro-environment behaviors of the adolescents, is of great theoretical and practical significance. The results show that: (1) Labeling effects have a significant impact on pro-environmental behaviors, and negative emotions have a bigger impact on pro-environmental behaviors. (2) Environmental self-identity plays an important role in predicting pro-environmental behaviors. This research studied the effects of different labels on pro-environment behaviors and explored different psychological mechanisms, complementing the studies of environmental psychology on pro-environment behaviors by adolescents. At the same time, the results of this study offer significant insights for environmental policy-making, environmental protection education and promotion, and charity organizations.
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