The moderating role of consumer income and national wealth on the link between values and pro-environmental behavior across countries

Abstract

This study examines the associations between the ten human values from Schwartz's theory of basic values and intentions to invest in energy-efficient appliances (efficiency intentions) and energy use reduction (curtailment behaviors). Using multi-level models with data from 34,442 respondents across 23 countries, we found that universalism, benevolence, and self-direction values were positively associated with efficiency intentions and curtailment behaviors, while power, achievement, and hedonism values were negatively associated with these outcomes. Security was positive and stimulation was negatively related to efficiency intentions, while tradition was positively related to curtailment. A high income strengthened the association between six values and efficiency intentions. Self-direction values were more strongly (positive) related to efficiency intentions when income was low. Contrary to expectations, income did not weaken the negative associations between power and achievement values and efficiency intentions. Countries’ GDP per capita moderated the relationships between some human values and efficiency intentions. Our results highlight the importance of considering the broader economic context when examining predictors of sustainable consumption, particularly in relation to energy efficiency.