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The discrepancy between ecologically conscious attitudes and actual behaviour is described as an inner resistance, and as connected with a propensity to ignore the external costs of wealth. Evidence is presented that this propensity is based on pro-material traits such as the positional attitude and the passion for goods. These traits are traced back to control orientation, whereas ecological responsibility is shown to be related to autonomy orientation. The societal origins of these basic orientations, and hence the conditions of reinforcing post-materially and ecologically minded behaviour, are discussed.
Sustainable consumption
(1999)