Journal
PROCEEDINGS OF THE NATIONAL ACADEMY OF SCIENCES OF THE UNITED STATES OF AMERICA
Volume 110, Issue 23, Pages 9314-9319Publisher
NATL ACAD SCIENCES
DOI: 10.1073/pnas.1218453110
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Funding
- Risk Management and Decision Processes Center at The Wharton School, University of Pennsylvania
- Center for Research on Environmental Decisions at Columbia University
- Center for Energy, Development, and the Global Environment at Duke University
- Direct For Social, Behav & Economic Scie
- Divn Of Social and Economic Sciences [0951516] Funding Source: National Science Foundation
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This research demonstrates how promoting the environment can negatively affect adoption of energy efficiency in the United States because of the political polarization surrounding environmental issues. Study 1 demonstrated that more politically conservative individuals were less in favor of investment in energy-efficient technology than were those who were more politically liberal. This finding was driven primarily by the lessened psychological value that more conservative individuals placed on reducing carbon emissions. Study 2 showed that this difference has consequences: In a real-choice context, more conservative individuals were less likely to purchase a more expensive energy-efficient light bulb when it was labeled with an environmental message than when it was unlabeled. These results highlight the importance of taking into account psychological value-based considerations in the individual adoption of energy-efficient technology in the United States and beyond.
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