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How Climate-Friendly Behavior Relates to Moral Identity and Identity-Protective Cognition: Evidence from the European Social Surveys

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  • Heinz Welsch

    (University of Oldenburg, Department of Economics)

Abstract

The paper studies the role for climate-friendly behavior of individuals’ moral identity, conceptualized in terms of the moral foundations identified by moral psychologists (Care, Fairness, Liberty, Loyalty, Authority, and Sanctity). Two channels of influence are distinguished: a direct influence of moral identity at given cognitions of climate change impacts and effectiveness of individual action, and an indirect influence through the effect of moral identity on these cognitions. Using data from the European Social Surveys, the paper finds that endorsement of the individual-focused (universalist) moral foundations (Care, Fairness, Liberty) and endorsement of the group-focused moral foundations (Loyalty, Authority, Sanctity) both foster climate friendly behavior through the direct channel, the former 1.5 times stronger than the latter. In addition, individual-focused moral foundations enhance climate-friendly behavior by fostering the cognition of bad impacts of climate change and of effectiveness of own action. The indirect effect amounts to up to one third of the direct effect. Results suggest that climate-friendly behavior is to a considerable extent a matter of moral factors rather than consequentialist (benefit-cost) considerations.

Suggested Citation

  • Heinz Welsch, 2020. "How Climate-Friendly Behavior Relates to Moral Identity and Identity-Protective Cognition: Evidence from the European Social Surveys," Working Papers V-431-20, University of Oldenburg, Department of Economics, revised Jul 2020.
    • Handle: RePEc:old:dpaper:431
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    References listed on IDEAS

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    Cited by:

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    2. Bei Liu & Hong Chen & Shiyan Jiang & Qingqing Sun, 2021. "Why Can’t I Work in a Green Way? Research on the Influencing Mechanism of Employees’ Labor Intentions," Sustainability, MDPI, vol. 13(20), pages 1-13, October.
    3. Heinz Welsch, 2022. "What shapes cognitions of climate change in Europe? Ideology, morality, and the role of educational attainment," Journal of Environmental Studies and Sciences, Springer;Association of Environmental Studies and Sciences, vol. 12(2), pages 386-395, June.

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    More about this item

    Keywords

    climate-friendly behavior; moral identity; climate change cognition; moral foundations;
    All these keywords.

    JEL classification:

    • Q54 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Climate; Natural Disasters and their Management; Global Warming
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • H41 - Public Economics - - Publicly Provided Goods - - - Public Goods

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