Business Economics and Public Policy Papers

Document Type

Journal Article

Date of this Version

4-9-2013

Publication Source

Proceedings of the National Academy of Sciences of the United States of America

Volume

110

Issue

23

Start Page

9314

Last Page

9319

DOI

10.1073/pnas.1218453110

Abstract

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 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.

Keywords

political ideology, energy-efficiency, attitudes, choices, consumers

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Date Posted: 27 November 2017