A Randomized Controlled Trial on the Effects of Anticipated Regret on Pro-Environmental Behaviors

Environmental sustainability is crucial for human survival and the future of new generations. Anticipating regret can influence decision-making and promote sustainable behaviors. This study examines the effect of anticipated regret on pro-environmental behaviors among young adults (18–30) using regret-based short videos called “EkoToks.” A total of 128 participants were randomly assigned to an experimental group, receiving regret-evoking videos, or a control group, receiving informational videos. Pro-environmental behaviors were measured at baseline, post-test, and at three-month follow-up. Results showed significant short-term improvements in the experimental group compared to the control group, with higher scores in total pro-environmental behavior, prosocial behavior, reuse, recycling, and pro-environmental actions. At follow-up, the experimental group continued to outperform the control group in terms of total behavior, prosocial behavior, recycling, reuse, pro-environmental actions, and waste reduction. Regression analyses revealed that post-test regret significantly predicted further improvements at follow-up (compared to post-test) in total behavior, prosocial behavior, reuse, and pro-environmental actions. These findings highlight the effectiveness of anticipated regret in improving environmental behaviors, particularly low-cost ones.