Tackling environmental pollution requires a permanent change in regular, repeated behavior of households. Bringing about change in such behavior may require interventions that are not limited to a single point in time, yet little evidence exists on how frequently we need to target households to...

This paper shows how creating a strong link between identity and behavior shapes self-perception and induces sustained behavioral change. In a large-scale field experiment to address non-payment for public services, I use messages that establish a link between payment behavior and the identity...