PEOPLE's values and energy cognition behind energy-saving behavior

This study analyzes the relationship between people's values and other determinant factors behind energy-saving behaviors, with a critical view that capturing people's underlying values is needed to clarify energy-saving lifestyles, as values are an integral part of people's lifestyle and serve as guiding principles for their actions. This study holds an assumption, built around Schwartz's basic human value theory combined with Hirose's dual-process model for eco-friendly behavior, that more socially oriented values are related with factors which form energy-attitude, and therefore leading to a higher level of behavioral intention and actual behaviors taken, and vice versa. Answers to a questionnaire targeting the residents of an apartment in Yokohama were used as variables in the series of statistical analysis. The results of the analysis suggest that people's differing values are related with different levels of self-efficacy social responsibility cost-benefit cognition, and behavioral intention, but not with the level of actual behaviors taken. Self-transcendent values are especially important in fostering connections from people's behavioral intentions to actual actions.