The effect of values, barriers and social norms on climate-friendly behaviour

Abstract

In this study I have explored to value-behaviour gap of young people (18-29 years) living in Oslo and Akershus (Norway). The intend was to understand the whether those who perform more climate-friendly behaviour have different values from those who do perform less such actions. I also wanted to discover the barriers of climate-friendly behaviour and how the norms and actions of friends and family influence one’s personal actions. This was done through a quantitative research where I interviewed twenty participants. The framework used to analyse barriers was based on barriers identified by Blake (1999). The study has also elements of quantitative research. Values were quantified through Schwartz’ value orientations (2007). The participants were divided into three categories based the actions they performed to reduce their carbon footprint. I found that participants who perform the least amount (classification I) have the least values within the self-transcendence orientation. They also have less friends and family that perform environmentally friendly behaviour. The biggest barrier identified was, however also the influence of friends and family, especially in regard to meat consumption and air flights.