Analysis of Behavioral Changes Observed in Users …
205
cations. According to (Ester et al. 2004), public attitudes and behaviors towards the
environment can be impact generated through cultural factors, being these fundamental factors both to study environmental issues and to understand and deal with
possible environmental problems.
Research shows that the strength of the environment-related attitudes that each
person presents is directly related to their perception of environmental issues in
moral terms (Stern et al. 1999). What is really necessary are profound changes in
lifestyle, which propose not only intentional pro-environmental behavior but also
behavioral changes that are not directly related to the environment (Gatersleben et al.
2010). Environmental awareness and ecological values are not translated directly into
responsible environmental behavior, this analysis is called the value-action gap. The
individual who is most likely to be feeling moral obligations to the environment is
the one who voluntarily puts the interests of others ahead of his own (Feinberg and
Willer 2013; Karp 1996; Schultz and Zelezny 1998). Moral obligation is a response
to a sense of personal responsibility and awareness of the consequences to others. In
addition, it is generally known and validated that modern society has as its main focus
the valuation of comfort and economic prosperity, as well as exposure of values that
promote the continued acquisition of material possessions. This hegemonic model
based on intense technological developments, large-scale consumption and unbridled
exploitation of natural resources generates profound imbalances in both micro and
mega-scale (Pinheiro 1997). It is vitally important for the current moment to promote
the pro-environmental behavior and to reduce the current levels of consumption in
order that there is a real transformation (Gatersleben et al. 2014). “Paradoxically, the
increasing level of public concern and willingness to support environmental actions
is growing simultaneously with levels of energy consumption and scarce resource
use” (Ester et al. 2004).
Pro-environmental behaviors are those that have a minimal impact on the environment, which include, for example, energy conservation, waste recycling and sustainable food consumption, among others (Steg and Vlek 2009). Literature offers
through psychology two ways of analyzing the understanding of this behavior. One
of them examines changes in psychological factors as a consequence of behavioral
choices, assuming that changes in attitude provide changes in behavior (Ajzen 1991).
The other notes how such behavior can be encouraged through existing psychological constructs such as values, norms, and identities (Fudge et al. 2013). Psychology
provides immeasurable contributions to understanding and solving environmental
problems. This article intends to contribute so that the explanation is based on the
subjectivities and experiences of the individuals who characterize themselves as
people who try to have a sustainable lifestyle.
205
cations. According to (Ester et al. 2004), public attitudes and behaviors towards the
environment can be impact generated through cultural factors, being these fundamental factors both to study environmental issues and to understand and deal with
possible environmental problems.
Research shows that the strength of the environment-related attitudes that each
person presents is directly related to their perception of environmental issues in
moral terms (Stern et al. 1999). What is really necessary are profound changes in
lifestyle, which propose not only intentional pro-environmental behavior but also
behavioral changes that are not directly related to the environment (Gatersleben et al.
2010). Environmental awareness and ecological values are not translated directly into
responsible environmental behavior, this analysis is called the value-action gap. The
individual who is most likely to be feeling moral obligations to the environment is
the one who voluntarily puts the interests of others ahead of his own (Feinberg and
Willer 2013; Karp 1996; Schultz and Zelezny 1998). Moral obligation is a response
to a sense of personal responsibility and awareness of the consequences to others. In
addition, it is generally known and validated that modern society has as its main focus
the valuation of comfort and economic prosperity, as well as exposure of values that
promote the continued acquisition of material possessions. This hegemonic model
based on intense technological developments, large-scale consumption and unbridled
exploitation of natural resources generates profound imbalances in both micro and
mega-scale (Pinheiro 1997). It is vitally important for the current moment to promote
the pro-environmental behavior and to reduce the current levels of consumption in
order that there is a real transformation (Gatersleben et al. 2014). “Paradoxically, the
increasing level of public concern and willingness to support environmental actions
is growing simultaneously with levels of energy consumption and scarce resource
use” (Ester et al. 2004).
Pro-environmental behaviors are those that have a minimal impact on the environment, which include, for example, energy conservation, waste recycling and sustainable food consumption, among others (Steg and Vlek 2009). Literature offers
through psychology two ways of analyzing the understanding of this behavior. One
of them examines changes in psychological factors as a consequence of behavioral
choices, assuming that changes in attitude provide changes in behavior (Ajzen 1991).
The other notes how such behavior can be encouraged through existing psychological constructs such as values, norms, and identities (Fudge et al. 2013). Psychology
provides immeasurable contributions to understanding and solving environmental
problems. This article intends to contribute so that the explanation is based on the
subjectivities and experiences of the individuals who characterize themselves as
people who try to have a sustainable lifestyle.