Generation green: understanding the motivations and mechanisms influencing young adults' environmental volunteering

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2011-11-01 DOI:10.1002/NVSM.431

Lindsey M. McDougle, Itay Greenspan, F. Handy

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引用次数: 96

Abstract

Environmental issues are particularly salient for today's generation of young adults. Indeed, many have suggested that it will be this generation that will lead the environmental movement forward. Therefore, this study examines the motivations and mechanisms that influence proclivity and intensity of young adults' environmental volunteerism. Using a survey of environmental attitudes and behaviors of college students at a large urban Canadian university (n = 1 372), we assess why today's young adults volunteer for the environment and the factors that motivate their commitment. Our findings suggest that young adults who engage in pro-environmental behaviors in general, as well as those who volunteer for other types of nonprofit organizations, are more likely to volunteer for environmental nonprofit organizations. Moreover, we find that social aspects of volunteering are the strongest positive predictor of the intensity of volunteerism in environmental groups. Copyright © 2011 John Wiley & Sons, Ltd.

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绿色世代:理解影响青年环境志愿服务的动机和机制

环境问题对今天的年轻一代来说尤为突出。事实上，许多人认为，这一代人将领导环保运动向前发展。因此，本研究探讨了影响青年环境志愿服务倾向和强度的动机和机制。通过对加拿大一所大城市大学的大学生的环境态度和行为的调查(n = 1372)，我们评估了为什么今天的年轻人自愿为环境服务以及激励他们承诺的因素。我们的研究结果表明，从事亲环境行为的年轻人，以及那些为其他类型的非营利组织做志愿者的年轻人，更有可能成为环保非营利组织的志愿者。此外，我们发现志愿服务的社会方面是环境团体志愿服务强度的最强正向预测因子。版权所有©2011 John Wiley & Sons, Ltd

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.