Cognitive Consistency and Environmental Action

A study of 330 gasoline purchasers revealed that cognitive consistency applies to environmental attitudes and behavior. Most Ss who were observed to engage in proenvironmental behavior (purchasing lead-free gasoline) had 2 consistent cognitions--a belief that their behavior was economically expedient and a feeling of personal obligation. Those who held both beliefs and behaved consistently reported greater social support and more supporting beliefs than those who manifested cognitive inconsistency. They also showed a greater behavioral commitment to purchasing lead-free. Data suggest that cognitions are organized as opinion molecules and that behavior is consistent with attitudes. (25 ref)

Or: Abstract #2: Cognitive consistency applies to environmental attitudes & behavior, as is demonstrated by data gathered from the questionnaire responses of 266 gas station dealers & 330 purchasers of lead-free gasoline in Wisc. Most individuals who engaged in a proenvironmental behavior (purchasing lead-free gasoline) had two consistent cognitions-a belief that their behavior was economically expedient & a feeling of personal obligation. Those who held both beliefs & behaved consistently reported greater social support & more supporting beliefs than those who manifested cognitive inconsistency. They also showed a greater behavioral commitment to purchasing lead-free. These data suggest that cognitions are organized as opinion molecules & that behavior is consistent with attitudes. This attitude-behavior consistency is more likely to be observed when behavioral choice is unconstrained, as it was when the data were collected in 1973, before government regulations limited consumer choices.
3 Tables. Modified HA