Developing Active Pro-Environmental Campaign Messaging: Variations in Belief Themes by Physical Activity and Pro-Environmental Behavior Participation

Marine debris and litter are a global problem with human and environmental health impacts. Motivating individuals to engage in active pro-environmental behaviors (active PEB), such as picking up litter, requires messages that address salient beliefs about combining physical activity (PA) with pro-environmental action. This research draws on two national surveys of U.S. adults residing in coastal areas. In Study 1 ( N = 512) higher levels of past PA, PEB, and active PEB participation were associated with a greater number of active PEB related beliefs. In Study 2 ( N = 545), positively valanced belief themes were more consistently associated with future active PEB intentions, although the most promising themes varied by prior PA, PEB, and active PEB engagement. The findings can inform future multiple behavior change interventions aimed at mitigating the impact of marine debris on both people and ecosystems.