The moral circle as a common motivational cause of cross‐situational pro‐environmentalism

Public engagement in pro‐environmental behavior and support for pro‐environmental policy are essential for achieving sustainable living. We propose that the “moral circle” is a common motivational source for engagement in environmentally beneficial activities across situations and may be thus drawn upon to efficiently promote these activities. Study 1 established an association between chronic moral circle size and nine pro‐environmental activities from different domains. Via experimental manipulation of the moral circle size, Studies 2a–d demonstrated its causal effect on intentions to engage in pro‐environmental activities. Together, these studies offer an important initial demonstration of the beneficial consequences of more expansive moral circle in the domain of pro‐environmentalism. Routes for expanding the moral circle and thus promoting pro‐environmental activities are discussed. Copyright © 2012 John Wiley & Sons, Ltd.