Abstract
Small individual behaviors such as household energy-saving behaviors may have major environmental impacts. Individuals may combat global warming by replacing traditional light bulbs with more energy-efficient light bulbs such as LED bulbs, which save electricity and reduce greenhouse gas emissions. Guided by the integrative model of behavioral prediction, the current study explored the effects of five individual personality differences (i.e., consideration of future consequences, environmental value orientation, individualism and collectivism, regulatory focus, and self-monitoring) on young Millennials’ and Gen Z’s attitudes, perceived norms, perceived control, and intention to switch light bulbs. The results of a survey indicated that environmental value orientation, individualism and collectivism, regulatory focus, and self-monitoring all significantly predicted attitudes, perceived norms, and perceived control, which predicted behavioral intention. The findings suggested the complex psychological nuance of environmental protection behaviors, even among the “greenest” generations. Implications and directions for future studies were discussed.
Highlights
Most publishing climate scientists agree that global warming is caused by human-induced greenhouse gas [3]
Individuals can alleviate the current situation of global warming by participating in conservation behaviors such as planting trees [6] or replacing conventional light bulbs with more energy-efficient light bulbs, a one-time action that has been proved to be effective at reducing carbon dioxide emissions through saving electricity [7]
To examine the associations between these antecedents and environmentally friendly intentions in a more systemic and comprehensive way, we proposed the following hypotheses and a research question based on the theoretical propositions of the integrative model of behavioral prediction (IMBP) and the current literature: Hypothesis 1 (H1): Young millennials’ and Gen Z’s attitudes, perceived norms, and perceived control towards switching to energy-efficient light bulbs would be positively associated with their behavioral intention
Summary
Small steps can lead to big changes; this cannot be more true about energy conservation and environmental protection. Most publishing climate scientists agree that global warming is caused by human-induced greenhouse gas (e.g., carbon dioxide) [3]. Greenhouse gas emissions are produced by production and consumption activities by individuals, enterprises, and institutions [4]. To reduce the destructive impacts on the environment and ease the threat of global warming, it is important for individuals to engage in environmentally friendly behaviors [5]. Individuals can alleviate the current situation of global warming by participating in conservation behaviors such as planting trees [6] or replacing conventional light bulbs with more energy-efficient light bulbs, a one-time action that has been proved to be effective at reducing carbon dioxide emissions through saving electricity [7].
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