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Abstract

This study examined the impact of choice overload on student engagement with pro- environmental behaviours outlined in UBC’s Climate Action Plan 2030 (CAP 2030). The research question asks: How does the number of available climate actions influence UBC students’ intention to take climate-friendly actions as listed in CAP 2030? Using a between- subjects experimental design, 228 participants who are primarily UBC students were recruited and randomly assigned to either a limited-choice condition (four climate actions) or an extensive-choice condition (ten actions), all derived from CAP 2030. Participants selected actions they were most willing to do, and their climate change attitudes were assessed using a Climate-Belief Index. Results indicated that participants in the limited-choice condition selected a significantly greater proportion of actions than those in the extensive-choice condition with the difference being statistically significant. A small-to-moderate positive correlation was observed between stronger climate change beliefs and action selection in each condition (r = .42, r = .35). These findings support the hypothesis of choice overload, suggesting that too many options may decrease engagement from students. For initiatives like CAP 2030, focusing on a small set of high-impact behaviours could increase student participation and overall effectiveness. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”