An SEM of Sustainable Behavior: Social Context and Consumer Choices in the 2010 General Social Survey

• In Event: 046 - Section on Environment and Technology Roundtable Session (one-hour).
  In Refereed Roundtable: Table 11. Consumption, Consumer Behavior, and Access to Technology

Abstract

This paper uses structural equation modeling and data from the 2010 General Social Survey to explore the social basis of sustainable behavior. We specifically examine the way a set of background demographic characteristics and social context indicators work through two latent variables – environmental concern and knowledge of environmental issues – to predict sustainable consumer behaviors such as reduced driving, water usage and household energy consumption. Among the demographic characteristics, only being male had both strong direct and indirect negative effects on sustainable behavior. The negative effects of being white and conservative on sustainable behavior were both indirect, working primarily through their negative association with environmental concern. The positive effect of educational attainment on sustainable behavior was also indirect, primarily a result of its strong positive association with knowledge of the issues. Among the social context indicators, feeling directly impacted by environmental problems had significant direct and indirect effects on sustainable behavior. Both urban living and social evenings spent with neighbors had positive direct effects on sustainable behavior and no indirect associations. Time spent watching television had only an indirect negative effect on the dependent variable, primarily through its direct negative association with knowledge of the issues.

Author

• Thomas Macias, University of Vermont