Same gratitude, different pro-environmental behaviors? Effect of the dual-path influence mechanism of gratitude on pro-environmental behavior

The existing literature notes the effects of gratitude on pro-environmental behavior. However, most studies have examined the impact of gratitude on a single pro-environmental behavior, with a lack of research investigating the divergent pathways of gratitude's effects on various pro-environmental behaviors. Based on the appraisal tendency framework and cognitive-affective personality system theory, this research constructs a dual path influence mechanism of gratitude on pro-environmental behavior. Furthermore, it examines the moderating role of social class and the mediating role of ambiguity tolerance and environmental efficacy. First, in line with previous research, pro-environmental behavior is divided into private pro-environmental behavior and public pro-environmental behavior. Second, a longitudinal survey and three experiments are implemented to test the hypothesis model. The results show that gratitude promotes both private and public pro-environmental behavior. Moreover, individuals in low social class demonstrate a stronger preference towards private pro-environmental behavior, whereas those in high social class exhibit a stronger preference towards public pro-environmental behavior. In addition, ambiguity tolerance and environmental efficacy play mediating roles. This research provides valuable insights for social marketers and policymakers on leveraging gratitude to stimulate differentiated pro-environmental behaviors among diverse social classes.