Product evaluations for sustainability: Republicans respond to value-aligned EVs

Environmental policy is a politically charged issue, and overt pro-environmental messaging is often ineffective. Here we consider a more indirect, alternative strategy: consumer product reviews of attractive, environmentally friendly products. Electric vehicle (EV) policy is a domain with potential for bipartisan agreement, but U.S. Republicans are currently less supportive of EV adoption than Democrats. We hypothesized that Republicans would undergo a pro-environmental shift through engagement with EVs that are perceived as aligned with their values. In four experiments, Republicans (N = 4,150) learned about an EV, a gas-powered vehicle, or no vehicle. They evaluated each vehicle for consumer appeal and fit with their values before reporting on their environmental attitudes. We find that evaluating a value-aligned EV can increase support for EV adoption. Moreover, we find that providing a review is both more effective and more enjoyable than merely receiving information, contributing to this strategy’s potential for impact.