Social distance modulates the influence of social observation on pro-environmental behavior: An event-related potential (ERP) study

Pro-environmental behavior benefits the environment but is individually costly. Therefore, understanding the neural processes of pro-environmental behavior can advance our knowledge of its implicit cost-benefit calculations and mechanisms. Previous studies have focused separately on the effects of social distance and social observation on explicit pro-environmental behavior responses, yet the underlying neurophysiological mechanism remains unknown. Using the event-related potentials (ERPs), we investigated the neural responses to the effects of social distance and social observation on pro-environmental behavior. Participants were instructed to decide between self-interest and pro-environmental choices towards different social distance targets (family members, acquaintances, or strangers) under observable and non-observable conditions. The behavioral results demonstrated that the rate of pro-environmental choices towards acquaintances and strangers was higher under the observable condition than under the non-observable condition. Nonetheless, the rate of pro-environmental choices was higher—unaffected by social observation—towards family members than towards acquaintances and strangers. The ERP results showed that the P2 and P3 amplitudes were smaller under the observable than under the non-observable condition when the potential bearers of environmental decisions were acquaintances and strangers. However, this difference did not emerge when the potential bearers of environmental decisions were family members. The ERP findings of smaller P2 and P3 amplitudes suggest that social observation may reduce the deliberate calculation of personal costs, thereby promoting individuals' pro-environmental behaviors towards acquaintances and strangers.