The "label code" of pro-environmental behavior-a study on pro-environmental behavior based on behavioral label theory.

The topic of environmental protection has received more and more attention, among which pro-environmental behavior is a major focus of attention. Based on the findings of construal level theory, behavioral labels, and personal norms, combined with the principles of mental imagery, this study explored how behavioral labels affect consumers' pro-environmental behavior through three experiments, and analyzed the mechanism of construal level, personal norms and mental imagery. The study found that pro-environmental behavior labeling can effectively promote consumers to implement corresponding behaviors, and verifies the applicability of behavior labeling theory in this field. Mediating mechanism analysis showed that mental imagery and personal norms mediated the relationship, while construal level moderated the effect of behavioral labels on personal norms. Different from the positive moderating effect of conventional cognition, it was found that the construal level played a negative moderating role in the related mechanism. The study reveals the enhancement effect of behavioral labeling in pro-environmental behavior and its boundary conditions, which provides new inspiration for the expansion of related theories and practical application.