Salient Self-Concept and Pro-environmental Volunteering

Last registered on September 08, 2022


Trial Information

General Information

Salient Self-Concept and Pro-environmental Volunteering
Initial registration date
September 04, 2022

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
September 08, 2022, 11:33 AM EDT

First published corresponds to when the trial was first made public on the Registry after being reviewed.



Primary Investigator

SKEMA Business School

Other Primary Investigator(s)

PI Affiliation
Claremont Graduate University
PI Affiliation
Virginia Military Institute

Additional Trial Information

On going
Start date
End date
Secondary IDs
Prior work
This trial does not extend or rely on any prior RCTs.
In this paper, we study the effect of an exogenous increase in the salience of pro-environmental self-concept on the willingness to contribute effort to a carbon abatement program. We designed an online experiment that consisted of two surveys, two days apart. In the first survey, we measured participants pro-environmental attitudes and behaviors to build a pro-environmental score. In addition, we included a task to measure participants' concern about image. In the second survey, participants were randomly assigned to a treatment where they received the pro-environmental score (salient self-concept) or no score (control). We find that participants in the treatment group are about 12% more likely to contribute effort for carbon abatement than those in the control group. Consistent with our hypothesis, the effect of salient self-concept is larger among participants who are more image concerned. In addition, participants who regard themselves with higher pro-environmental levels (those with higher pro-environmental scores in our study) are more likely to volunteer, and the pro-environmental score mediates the effects of education and personality traits on volunteering.
External Link(s)

Registration Citation

Capra, Monica, Bing Jiang and Yuxin Su. 2022. "Salient Self-Concept and Pro-environmental Volunteering." AEA RCT Registry. September 08.
Experimental Details


In our study, we influence participants’ self-image by providing them with their pro-environmental scores.
Intervention Start Date
Intervention End Date

Primary Outcomes

Primary Outcomes (end points)
pro-environmental scores, volunteering rates, self-concept types
Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
On Day 3, we randomly assigned participants to a control or a treatment group. The treatment group was identical to the control group, except that participants in the treatment group were also provided with their pro-environmental scores calculated from their responses to the Day 1 survey.
Experimental Design Details
Randomization Method
Randomization done by computer
Randomization Unit
Was the treatment clustered?

Experiment Characteristics

Sample size: planned number of clusters
420 (the number of participants)
Sample size: planned number of observations
Sample size (or number of clusters) by treatment arms
control group: 214 participants
treatment group: 206 participants
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)

Institutional Review Boards (IRBs)

IRB Name
Virginia Military Institute
IRB Approval Date
IRB Approval Number


Post Trial Information

Study Withdrawal

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Is the intervention completed?
Data Collection Complete
Data Publication

Data Publication

Is public data available?

Program Files

Program Files
Reports, Papers & Other Materials

Relevant Paper(s)

Reports & Other Materials