Consumers' Attitudes Toward Energy Conservation

Many surveys indicate that about half of all Americans believe that the energy problem is real and serious, and less than one‐fourth are completely unconvinced of the problem. Large proportions of the public also support relatively strong conservation policies, especially if they feel personally responsible for helping solve the problem and hold a broad environmental ethic. The latter values, which are linked with ideas of “voluntary simplicity,” appear to be replacing traditional American beliefs in material consumption. General attitudes toward the energy problem are not associated with reported conservation actions, but people who anticipate experiencing direct personal consequences from the energy problem are likely to take action to save energy. This is congruent with the Fishbein attitude model. Anticipated personal consequences (especially pertaining to one's health and comfort) are also a critical factor in predicting actual reductions in household energy consumption. The two most commonly expressed reasons for conserving energy are to save money and to help solve the energy problem.