Examining Pro-Environmental Behaviour and Spillover: Identity, Pride, and Carbon Savings

The thesis investigated strategies for enhancing pro-environmental behaviours (PEBs) and reducing carbon emissions through behaviour change. Addressing climate change urgency (IPCC, 2022), it clarified theoretical ambiguities, explored pride's mediating role, and assessed the environmental impact of behaviour changes. The findings offer insights for marketers and policymakers to effectively promote PEBs and curtail net carbon emissions.