"When individuals view protecting the environment as a moral issue, they are more likely to recycle and support government legislation to curb carbon emissions," said lead author Matthew Feinberg, who conducted the research while at UC Berkeley and is now a postdoctoral fellow in psychology at Stanford University.
In the first experiment, 187 men and women recruited via several U.S. Craigslist websites rated their political ideology on a scale of "extremely liberal" to "extremely conservative." They then rated the morality of such activities as recycling a water bottle versus throwing it in the garbage. The results of that experiment, and a similar one conducted on 476 college undergraduates, showed that liberals are more prone to viewing sustainability in this case, recycling the water bottle as a moral issue than are conservatives.
Next, researchers conducted a content analysis of pro-environmental videos on YouTube and more than 200 op-eds in national newspapers, sorting them under the themes of "harm/care," which they expected to resonate more with liberals, and "purity/sanctity," which they predicted would appeal more to conservatives. They found that most pro-environmental messages leaned strongly toward liberal moral concerns.
In the last experiment, 308 men and women, again recruited via Craigslist, were randomly assigned to read one of three articles. The harm/care-themed article described the destruction wreaked on the environment by humans and pitched protection of the environment as a moral obligation. Images accompan
|Contact: Anna Mikulak|
Association for Psychological Science