Experiences of pride, not guilt, predict pro-environmental behavior when pro-environmental descriptive norms are more positive

Emotions can greatly influence behavior, yet research on links between incidental emotions and pro environmental behavior is limited. The present study uses an experience sampling design to examine how pride and guilt relate to daily pro-environmental behavior. Ninety-six university students recorded their engagement in specific pro-environmental behaviors, and their feelings of pride and guilt about these behaviors, at four time points each day for three consecutive days. Results showed that pro environmental behavior during a 2.5-h time period was positively related to pride, and negatively related to guilt, during that same time period. Pride about environmental behavior was positively related to subsequent engagement in pro-environmental behavior (i.e., during the following 2.5-h time period), but only for people who perceived more positive pro-environmental descriptive norms. Guilt was not related to subsequent pro-environmental behavior. We discuss implications for further research on the complex associations between daily experiences of moral emotions and pro-environmental behavior. (C) 2016 Elsevier Ltd. All rights reserved.