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The reduction of individual carbon consumption could make an important contribution to the worldwide effort to limit global warming. Based on Bandura’s theory of moral disengagement, we hypothesized that the propensity to morally disengage concerning high-carbon behaviors (e.g., eating meat or traveling by plane) is one important factor that prevents individuals from reducing their carbon footprint. To measure the propensity to morally disengage in high-carbon-related behavior contexts, a questionnaire (MD-HCB) was developed and psychometrically validated in an online study with a German sample (N = 220). Confirmatory factor analyses revealed that the final nine-item scale had a one-dimensional structure, as intended. The internal consistency of the scale was excellent (Cronbach’s α = 0.94) and the scale interpretation had predictive validity for both past low-carbon consumption behavior and the intention to engage in such behavior in the future. Correlational analyses with relevant existing instruments confirmed the construct validity of the interpretations that can be drawn from the MD-HCB, as its resulting score is related to, yet separable from, the general tendency to morally disengage and is meaningfully connected to related constructs. A pre-study with a student sample (N = 89) not only helped to identify limitations in the study design but also showed a weak predictive ability of moral competence concerning high-carbon consumption behavior and intention to change. Based on our findings, future media campaigns designed to increase people’s intention to reduce high-carbon behavior could focus on the modification of common cognitive disengagement strategies.
In this article, we address the climate crisis as a moral issue and discuss the relevant moral and emotional processes and the role of the media underlying the motivations of individuals to behave in a less carbon-emitting manner. We provide theoretical insights from social psychology and emotion research and empirical data based on an online survey from Germany (N = 979). In the theoretical part, we outline the role of emotions in influencing carbon-related behavior, with a particular focus on self-condemning (e.g., guilt or shame), self-praising (e.g., pride), or other-suffering emotions (e.g., empathy). We further summarize the reasons for the low influence of the media on carbon-related behavior compared to the COVID-19 pandemic. The empirical results confirm that participants reported other- suffering and self-condemning emotions in response to news content and rated their likelihood of personal behavior change as high when confronted with news about the climate crisis on a daily basis, as has been widely the case during the COVID-19 pandemic. We argue that the media is responsible for regularly reporting on the victims of the climate crisis in order to generalize self-condemning and other-suffering emotions into affective attitudes. Opinion leaders can function as role models for low-carbon behavior.