Citation: Ratliff, K. A., Howell, J. L., & Redford, L. (2016). Attitudes toward the prototypical environmentalist predict environmentally-friendly behavior. Manuscript under review (available upon request). Abstract: Despite concern about environmental issues, many people engage in environmentally-unfriendly behavior. To address this problem, the present research introduces a novel predictor of environmentally-friendly behavior: attitudes toward the prototypical environmentalist, or the favorability of a mental image someone has of the typical, representative environmentalist. Based on previous findings linking prototype attitudes to relevant behavior, we expected positive attitudes toward environmentalist prototypes to predict greater environmentally-friendly behavior. In addition, the current studies used not just explicit, direct self-reports of attitudes, but also indirect measures of implicit attitudes, which are less intentional, less controllable, and less deliberate. As expected, Studies 1 and 2 showed that positive implicit and explicit attitudes toward the prototypical environmentalist predict greater self-reported engagement in environmentally-friendly behaviors. In Study 2, positive implicit and explicit prototype attitudes also predicted greater likelihood of donating to an environmental charity. The current findings provide the first demonstration of the utility of prototype models in environmentalism, and unite environmental scholarship with prototype models and implicit social cognition. Notes about available files: - Only the cleaned datasets are provided because raw data files contain sensitive, confidential information (potentially-identifying demographic information). If you'd like the raw data files and have IRB approval, we are more than happy to share them. - The experiment files were used to run these studies on Project Implicit. These can be used as a codebook to understand what items are available in the dataset. Use a text editor to open them (notepad, notepad++, komodo edit).