Bammann, BridgetteBammann, Bridgette2021-07-272021-07-272021https://hdl.handle.net/1794/263941 page.Virtue signaling – advertising one’s allegiance to actions that reflect a moral character – is a popular cultural concept, but there has been little research exploring who in the general population partakes in virtue signaling. The present study aims to describe virtue signaling as observed in a naturalistic setting. Data were obtained from the open-ended responses of a larger survey about Eugene/Springfield Oregon residents’ transportation habits before and during the COVID-19 lockdown of spring 2020 (n = 673). In coding survey responses, we found unprompted comments highlighting their sustainable transportation habits and attitudes – i.e., virtue signaling. Who engaged in this method of communication? We expect younger participants and participants with higher incomes to be the more likely virtue signalers. We further expect those who scored higher on a measure of beliefs and attitudes regarding environmental policy to be more likely to virtue signal. Labelling something as “virtue signaling” is often uncomplimentary, but we will explore whether virtue signalers may have other qualities that make them effective targets for future environmental protection interventions.application/pdfen-USCC0virtue signalingPresentation0000-0003-1353-9550