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A cognitive dissonance interpretation of consistencies and inconsistencies in environmentally responsible behavior

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The issue of consistency and inconsistency in environmentally responsible behavior (ERB), as reflected in the correlations between different ERBs, is discussed in the light of social psychological theories suggesting that most people desire to behave consistently. It is ar-gued that except in cases where different ERBs are substitutes or at least one of them is to-tally determined by idiosyncratic conditions the desire to behave consistently should lead to ERBs being positively correlated. However, the correlation may be attenuated by the influ-ence of idiosyncratic conditions (considered "noise" in this context) and measurement error and it is moderated by perceived dissimilarity between the behaviors and by the (moral) importance of behaving in a responsible way towards the environment. These propositions are tested (and confirmed) by means of a mall-intercept survey of ordinary Danish shop-pers. Implications for the promotion of a generalized ERB pattern are discussed.
Udgivelsesdato: MAR
Original languageEnglish
JournalJournal of Environmental Psychology
Pages (from-to)93-103
Number of pages11
Publication statusPublished - 2004

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