This study was funded by the Swiss Federal Office of Energy (SFOE) and constitutes a part of the Energy Policy Fundamentals research program.
Impact of social value orientation on energy conservation in different behavioral domains
Article first published online: 31 JUL 2013
© 2013 Wiley Periodicals, Inc
Journal of Applied Social Psychology
Volume 43, Issue 8, pages 1725–1735, August 2013
How to Cite
Sütterlin, B., Brunner, T. A. and Siegrist, M. (2013), Impact of social value orientation on energy conservation in different behavioral domains. Journal of Applied Social Psychology, 43: 1725–1735. doi: 10.1111/jasp.12128
- Issue published online: 13 AUG 2013
- Article first published online: 31 JUL 2013
- Swiss Federal Office of Energy (SFOE)
The purpose of this study was to examine the relationship between social value orientation and energy conservation over different energy consumption domains. Additionally, the impact of type of energy conservation measure (curtailment vs. energy efficiency) was investigated. Data were derived from a mail survey of Swiss households (N = 1,209). It was expected that social value orientation and type of conservation measure affect conservation behavior. Confirming our hypotheses, prosocials reported more energy conservation—in the housing, mobility, and food domain—compared with individualists and competitors. As assumed, the difference in energy conservation between the three social value orientations was found for curtailment behaviors, but not for energy efficiency behaviors requiring no change in habits. Results and implications are discussed.