Visioning sustainable futures: exposure to positive visions increases individual and collective intention to act for a decarbonated world

A key factor for behavioural change, when individuals are already concerned by environmental crises, is individuals’ perception of how they could cope with such an issue in an effective way, as well as their perception of their ability to imagine environmental cognitive alternatives to the behavioural status quo. Is it possible to boost these perceptions through the presentation of positive visions of the future? In this experimental study (N=300), we tested whether being exposed to positive visions of a decarbonated future influences individuals’ perceived ability to imagine environmental cognitive alternatives as well as their efficacy beliefs, and their intention to engage in climate change mitigation behaviour at an individual and collective level. More precisely, we compared the effects of being exposed to a positive vision focused on either eco-sufficiency or eco-efficiency through green technologies, to achieve the decarbonated world described (including also a control condition). Results confirmed that, regardless of the focus of the positive vision, being exposed to a positive vision is sufficient to increase individuals’ perceived ability to imagine the future, their perceived collective efficacy, and their intention to engage in individual pro-environmental consumption behaviours, technology-use behaviours, and collective behaviours. These findings explore and explain the psychological effects of mere exposure to positive visions on socio-cognitive determinants of behavioural change, which could become an effective strategy to motivate pro-environmental behavioural change in communication and education campaigns.