Citizen and consumer: the dual role of individuals in environmental policy

Abstract This article investigates the dual role – exemplified by the ideal types of the consumer and the citizen – individuals face in the contemporary environmental policy context. As crowding-out theory highlights the implications of using the ‘wrong’ incentives, examining the match between policy and the value systems guiding individuals' decision-making process in practice is a relevant undertaking. Sweden provides the empirical context for the article, in which official environmental policy-discourse in Sweden is compared with the results of a mail-out survey to 4,000 individuals in four different counties. It is suggested that external motivations are perceived as highly relevant for the promotion of ecological sustainability, so the consumer element as a motivating feature of individuals' behaviour in the environmental field is indeed of considerable importance. However, at the same time people tend to ascribe far greater importance to the motivational values included in the self-transcendence cluster (altruism) as guiding principles in life than to the opposing values of self-enhancement (egoism), indicating that the citizen-role is also important to take into account in policy design. It is concluded that there is a mismatch between the content of Sweden's policy documents and the general value orientation held by the Swedish citizenry.