An investigation of the psychology of global warming perceptions, predictors of behavior, and the persuasiveness of ecological footprint calculators

Because global warming (GW) is caused primarily by human behavior, attempts to reduce GW will benefit from an understanding of the social psychology of GW-related behavior. The present investigation consisted of three studies aimed to provide a psychological understanding of people's perceptions of GW, predictors of GW-related behavioral intention, and reactions to Ecological Footprint Calculators (EFCs). Study 1 investigated GW perceptions among 112 college students. Results showed that participants continue to equate GW with general environmental problems, although participants were more likely to recognize the importance of driving less and recycling more in mitigating GW and less likely to implicate aerosol spray cans in GW than in previous research. Additionally, a model linking GW perceptions to GW-related intention was developed which explained 50% of the variance in GW-related intention. Accurate knowledge of the behaviors that mitigate GW was the strongest predictor of GW-related intention. In Study 2 a comprehensive social psychological model of GW-related intention was created drawing on the Value-Belief-Norm Theory (VBN) and the Theory of Planned Behavior (TPB). The comprehensive model of GW-related intention, a simplified version of the model, the VBN, and a modified version of the TPB were evaluated using path analysis on data obtained from 461 college students. Overall, results showed that personal norms, self-efficacy, response efficacy, and biospheric values were the strongest predictors of GW-related intention. The modified version of the TPB provided the best fit to the data. Study 3 investigated the effectiveness of EFCs in increasing GW-related intention. Little experimental research has been conducted on EFCs. College student participants (N = 86) were randomly assigned to complete (or not) an EFC, to receive (or not) a Behavior List outlining effective energy conserving actions, and to receive (or not) Efficacy Feedback intended to bolster feelings of efficacy. Results showed that EFCs led to lower beliefs of self-efficacy and higher surprise, but had no effect on GW-related intention even when combined with the Behavior List and/or Efficacy Feedback. Overall the studies provide a much-needed overview of the social psychology of GW-related intention. Implications for policy and suggestions for future research are discussed