Transforming Values into Actions: Ecological Preservation through Energy Conservation
Howard, G. S., Delgado, E., Miller, D., & Gubbins, S. (1993). Transforming values into actions: Ecological preservation through energy conservation. Counseling Psychologist, 21, 4, 582-596.
Three studies examined the economic and ecological impact of overconsumption of nonrenewable natural resources and the several kinds of air pollution produced by fossil fuels. The roles that psychologists might play in identifying and counteracting resistances to change are discussed. In Study 1, over 2,000 fluorescent bulbs were placed in service in university dormitories to document electricity savings. Study 2 showed the general unwillingness of a sample to pay the price to have fluorescent bulbs in their homes. In Study 3, where groups were targeted, a significantly higher percentage of higher-income Ss (11 of 24) and middle-income Ss (16 of 40) purchased fluorescent bulbs than did lower-income Ss (4 of 29). Results suggest that far larger numbers of sales might occur when people discuss the economic and ecological benefits of high-efficiency lighting in group settings.
