Taking millennials to the cinema: will they behave more responsibly?

This research aims at empirically assessing the influence of participating at cultural projects, namely a movie festival, on the intention to behave responsibly. By integrating the Theory of Reasoned Action (TRA) with the Construal Level Theory (CLT), we analyze the intention to behave responsibly by interviewing a sample of 163 millennials who participated to a movie festival. Results suggest that participating at cultural projects differently affects intentions depending on the level of abstractness of the behavior. In particular, the level of participation influences the responsible behavior in the case of high-level of construal (sustainable consumption) but not in the case of low-level of construal (recycling at home).