Expanding and Evaluating Motives for Environmentally Responsible Behavior - Statistical Data Included

Journal of Social Issues, Fall, 2000 by Raymond De Young

The next challenge will be discovering how to use intrinsic satisfactions to promote ERB. Reichel and Geller (1981) began this quest when they suggested that if we expect and value ERB, then "such norms may even be internalized by individuals so that conserving behaviors become intrinsically reinforced" (p. 88). There is evidence that people's intrinsic motives to conserve can be nurtured and developed. Vining and Ebreo (1990) report that ERR can shift from being initiated and maintained by extrinsic motives toward being influenced by intrinsic motives. In a fascinating study that speaks directly to the durability issue, Werner and Makela (1998) report that those individuals who actively refrained ERB to emphasize the derived satisfaction were more likely to conserve on both a short- and long-term basis.

In conclusion, it is clear that no single motive is optimal for promoting ERB. No motive has universal appeal, works under all conditions or in all situations. No motive is likely to meet both short- and long-term goals. The widespread promotion of ERB will require an understanding of the great diversity of motives people find acceptable and empowering. Yet, given that there are a huge number of environmentally responsible behaviors that will need to be encouraged, it seems prudent to explore those techniques that score well on the durability and generalizability dimensions.

(*.) This article is based on an address presented at the meeting of the Society for the Psychological Study of Social Issues, Ann Arbor, MI, June 19, 1998. The research discussed in the article was partially funded by a grant from the MacArthur Foundation (96-34311A-WER). Correspondence concerning this article should be addressed to Raymond De Young, School of Natural Resources and Environment, University of Michigan, 430 East University Avenue, Ann Arbor, MI 48109-1115 [e-mail: rdeyoung@umich.edu].

RAYMOND DE YOUNG is an Associate Professor of Environmental Psychology and Conservation Behavior in the University of Michigan School of Natural Resources and Environment. His research focuses on the psychology of environmental stewardship, particularly the role of intrinsic motivation in promoting conservation behavior. His current work is exploring the effect that mental (attentional) vitality has on the promotion of psychological well-being and environmentally responsible behavior and includes the study of the restorative effects of time spent in natural settings.

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