Environmental risk concern and preferences for energy-saving measures

It is often assumed that higher environmental concern goes with more positive attitudes toward environmental management strategies and more environmentally friendly behavior. Cultural theory argues this relationship is more complex. Cultural theory distinguishes four ways of life, involving distinct perceptions on environmental risks (so-called myths of nature), which are accompanied by preferences for specific management strategies. The results of this study suggest that environmental concern and myths of nature are overlapping constructs. Moreover, it appeared that respondents differing in environmental concern (as measured by the New Environmental Paradigm Scale and myths of nature) varied substantially in their preferences for environmental management strategies. Respondents with a high environmental risk concern had higher preferences for behavioral change strategies and government regulation, whereas respondents with a low environmental risk concern had higher preferences for market-oriented solutions. There was a tendency of technical strategies being more preferred by respondents with a low environmental concern.