Walkenhorst, Annika (2023) The impact of perceived moral motivation and perceived overarching identity on eco-villages’ potential to promote sustainability transformation. Master thesis, Psychology.
|
Text
MT_S5420334_AnnikaWalkenhorst.pdf Download (1MB) | Preview |
Abstract
This thesis addresses the societal relevance of eco-villages in promoting sustainability transformation. It investigates how moral motivation and overarching identity framing affect other’s willingness to participate in eco-villages as well as their general pro-environmental intentions. A web-based experiment involving 1.065 German-speaking participants analysed the effects of the factors moral motivation (high vs. moderate) and identification (ecovillage vs. local region). As anticipated, high moral motivation framing reduced positive perceptions of eco-villagers, weakened shared identity, and lowered willingness for eco-village involvement. The relationship between moral motivation and willingness to participate was mediated by eco-village evaluation. Contrary to expectations, no significant effects of overarching local identity on sustainability transformation or interaction effects were found, potentially due to the limited impact of the local identification manipulation. The thesis emphasizes the necessity for eco-villagers and others to avoid moralizing and highlights the importance of communication strategies that avoid being perceived as morally judgmental
| Item Type: | Thesis (Master) |
|---|---|
| Supervisor name: | Jans, L. |
| Degree programme: | Psychology |
| Differentiation route: | Environmental Psychology (EP) [Master Psychology] |
| Date Deposited: | 15 Sep 2023 12:21 |
| Last Modified: | 15 Sep 2023 12:21 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/2880 |
Actions (login required)
 |
View Item |