What can movements do to increase their number of supporters? Not all who belong to the same group share the same values (e.g., not all women share feminist beliefs). To appeal to a broader audience movements could align their values with the greater societal goals.
Organizations increasingly aim to reduce their ecological footprint and to encourage pro-environmental behaviour at work. This Thursday, November 24, Angela Ruepert will defend her PhD-thesis showing that although strong environmental values predict pro-environmental behaviour, employees with weaker environmental values also act pro-environmentally when the work context makes them focus on the environment.