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GREEN THINKERS WHO NEVER RECYCLE: STUDY OF HOUSEHOLD PRO-ENVIRONMENTAL BEHAVIOR IN LATVIA

K. Gaugere, I. Austers

Abstract

A Recent survey of household pro - environmental behavior in Latvia (March 2016; n 1009), clearly indicates that 56.7% of respondents identify themselves as certainly green thinking or as rather environmentally friendly, however most of the time they do not act pro – environmentally. The aim of this research was to explore different pro – environmental behaviors and intentions by using multidimensional scaling as well as to look for patterns these behaviors form. Clusters of habit and non-habit driven behaviors as well as clusters of socially and savings oriented pro-environmental intentions were identified. Our data proves a positive spill-over effect within similar categories of behavior, for example, recycling, preference for energy efficient household appliances and food preferences. At the same time positive spill- over between different types of behavior is less evident. Another aim was to explore factors affecting those behaviors and intentions by using correlations and regression analysis. Our data revealed that there is moderate correlation between Green Identity and pro – environmental behavior. Correlations between current pro – environmental behavior and values as well as values and Green Identity are rather weak. The Green ID index, even though explaining only 24% of the variation, in the case of pro – environmental behavior, is proven by research findings, to be strongest predictor for current pro- environmental behavior.

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DOI resolver: doi.org/10.5593/sgemsocial2017/32/S11.021

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