PERSONAL VALUES AND INDIVIDUALS' COMMITMENT TO RESOURCE CONSERVATIO

Human values represent an important but neglected level of analysis in the study of resource consumption and conservation behavior. This study examined the role that values play in people's commitment to energy conservation, utilizing data from an in-depth survey of 376 households in Southern California. The impact of values on commitment was considered within a theoretical framework that includes other attributes of the person (attitudes, beliefs, demographics) and his or her context or environment (characteristics of the dwelling, household, neighborhood and community).;Results indicated that certain values, particularly those pertaining to the environment and personal growth, were weakly but positively related to the overall extent of behavioral efforts as well as to beliefs about the efficacy of conservation and one's personal responsibility to act. These values were more closely associated with conservation actions requiring repeated effort (e.g., driving at slower speeds) than those involving a single or infrequent action (installing insulation). No values were significantly related to behavior in a negative direction. Furthermore, respondents as a whole were much more likely to view their values as being facilitated than blocked by conservation. The impact of values on conservation behavior was negligible in comparison to other person and contextual attributes, once the latter factors were controlled for. Nor was the impact of values on behavior mediated by person or context attributes: their joint influence proved to be additive rather than multiplicative.;It was concluded that values do not exert a significant direct impact on people's behavioral commitment to conservation. They may do so indirectly, however, through their influence on the formation of relevant attitudes and beliefs. Hence, personal values do not appear to constitute a major obstacle to conservation efforts by the public. The data indicate that the public holds a distinctly positive view of conservation, and perceive it as instrumental in the attainment of important values (e.g., those pertaining to the environment, security, personal growth, and well-being). Policy directed at promoting greater public involvement in conservation should therefore place a greater emphasis on providing programs and services that enhance individuals' opportunities for channelling their willingness to conserve into concrete action.