The influence of values on environmental behaviour: an evaluation of a segmentation approach

Bosworth, Grant James

Abstract

It is in human interest to protect planet Earth by engaging in pro-environmental behaviour (PEB), yet many people are not doing so. Although the values we endorse are thought to influence PEB, relatively little research has considered the impact of endorsing multiple and conflicting values on environmental outcomes. To this end, this thesis evaluates whether segmenting (grouping) people based upon the importance they attribute to biospheric, altruistic, egoistic, and hedonic values, can help explain PEB. Based on over 7400 participants from eight countries, four segments of people were consistently identified who endorsed different combinations of these values. Differences were found between these segments regarding their preferences for environmental campaigns, and their self-reported pro-environmental intentions and behaviour. The values-based segmentation may also be used as a tool to shape behaviour, as it was found that tailoring campaigns to be congruent with the values endorsed by each of the segments, increased PEB more than non-tailored campaigns. Overall, the findings suggest that a values-based segmentation can aid our understanding of PEB, and is an effective mechanism for shaping it.

Citation

Bosworth, G. J. (2019). The influence of values on environmental behaviour: an evaluation of a segmentation approach. (Thesis). Keele University. Retrieved from https://keele-repository.worktribe.com/output/413131

• Thesis Type: Thesis
• Publicly Available Date: May 26, 2023
• Keywords: Values, Environmental Behaviour, Segmentation
• Public URL: https://keele-repository.worktribe.com/output/413131
• Award Date: 2019-03