How Are Moral Foundations Associated with Climate-Friendly Consumption?
- First Online:
- Cite this article as:
- Vainio, A. & Mäkiniemi, JP. J Agric Environ Ethics (2016) 29: 265. doi:10.1007/s10806-016-9601-3
- 301 Downloads
We examined whether differences in climate-friendly choices between the supporters of left-wing and right-wing ideologies are based on different moral foundations. Moreover, we compared general and issue-specific endorsement of moral foundations applied to climate change. Study 1 examined the endorsement of general moral foundations of university students living in Finland (N = 272). Individualizing foundations were associated with increased climate-friendly choices and binding foundations were associated with decreased climate-friendly choices; the endorsement of moral foundations made the effect of political orientation disappear. In Study 2 we developed and tested an issue-specific measure of moral foundations (N = 350). The issue-specific endorsement of both types of foundations was directly associated with increased climate-friendly consumption. Binding foundations were associated with the avoidance of climate-friendly choices through right-wing orientation. These findings increase our understanding of differences between general and issue-specific moral concerns and their association to political orientation and pro-environmental behavior.