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 socio-economic 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), proenvironmental behavior (an intent-related measure), and behavior indicators varying in environmental impact and intent. Regression analyses revealed people’s environmental selfidentity 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.