Good Intents, but Low Impacts: Diverging Importance of Motivational and Socioeconomic Determinants Explaining Pro-Environmental Behavior, Energy Use, and Carbon Footprint
Abstract
Earlier research has yielded contradictory results as to the main drivers of environmentally significant behavior. Intent-oriented research has stressed the importance of motivational aspects, while impact-oriented research has drawn attention to people’s socioeconomic status. In this study, we investigated the diverging role of a pro-environmental stance under these two research perspectives. Data from a German survey (N = 1,012) enabled assessment of per capita energy use, and individual carbon footprints (impact-related measures), pro-environmental behavior (an intent-related measure), and behavior indicators varying in environmental impact and intent. Regression analyses revealed people’s environmental self-identity to be the main predictor of pro-environmental behavior; however, environmental self-identity played an ambiguous role in predicting actual environmental impacts. Instead, environmental impacts were best predicted by people’s income level. Our results show that individuals with high pro-environmental self-identity intend to behave in an ecologically responsible way, but they typically emphasize actions that have relatively small ecological benefits.
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Biographies
Stephanie Moser is a senior research scientist in the Centre for Development and Environment at the University of Bern, Switzerland. Her research focuses on individual and societal processes regarding the diffusion of sustainable behaviors.
Silke Kleinhückelkotten is senior research scientist and co-director of the ECOLOG-Institut für sozial-ökologische Forschung und Bildung, Hannover. Her research focuses on sustainable lifestyles, environmental concerns, social marketing, and education for sustainable development.
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