Influence of Environmental Aesthetic Value and Anticipated Emotion on Pro-Environmental Behavior: An ERP Study

Perceptual cues act as signals in the aesthetic value environment, which promote emotion regulation toward pro-environment behavior. This type of perception-emotion-behavior reactivity forms the core of human altruism. However, differences in pro-environmental behavior may result from variation across high-aesthetic-value (HAV) and low-aesthetic-value (LAV) environments. This study investigated the neural mechanisms underlying interaction effects between environmental context and emotion regulation on pro-environmental behavior by integrating behavioral and temporal dynamics of decision-making information processing with event-related potential (ERP) technique measures. The results indicated that changing anticipated emotions changes pro-environmental behavior. Regarding changing aesthetic value environments, while modulating emotion regulation, significant differences were found in brain regions and mean amplitudes of N1, P2, N2, and late positive potential (LPP) components, which anticipated emotion. The findings suggest that environmental aesthetic value and emotion regulation impact pro-environmental behavior.