People frequently fail to see themselves as environmentally-conscious consumers; one reason for this is that they are oftentimes prone to dismissing their more common ecological behaviors (e.g., avoid littering) as non-diagnostic for that particular self-image. The cueing of commonly performed...

In this paper, we present a procedure to apply the social labeling technique as a social marketing tool. With four studies, we tested its potential for the promotion of pro-environmental consumer behavior. The procedure first provokes an environmentally friendly act and, subsequently, invites...