(Spanish/Castilian) Comportamiento de ahorro de energía: diferentes roles del altruismo y del ambientalismo

This experimental study, in which 118 university students participated,addresses how environmental and altruistic cues induce energy-savingbehavior and intention, and their interaction with environmental andaltruistic values, thus testing the influence of context or situationalvariables in energy-saving behavior and intention. Additionally, it does anempirical approach to the role that environmental and altruistic valuesmay have as individual predictors of energy-saving. Environmental andaltruistic situational cues are operationalized by environment and altruismconceptual priming. The results reveal an interaction between situationalvariables and personal values: environment priming induced more energy-saving behavior among individuals with lower altruistic values. The sameeffect is not observed for energy-saving intention. When the environmentand altruism priming were present, individuals with lower altruistic valueshad less energy-saving intentions. These results underline the importanceof distinguishing environmental and altruistic frames and motives when explaining energy-saving behavior.

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Energy saving,Altruism,Environmentalism,Priming,Values

• Psychology - Social Sciences