Impact of higher income on environmental interest

ABSTRACT

This study examines the relationship between income levels and pro-environmental behavior using a utility customer survey. Amid urgent environmental challenges like pollution and climate change, it investigates how household income influences such behavior. Respondents were divided into high-income (90% or above) and lower income (below 90%) groups. While results were inconclusive, indicating no significant inclination toward pro-environmental behavior in higher-income groups, commonalities in perceived behaviors were observed. Notable differences included larger household sizes, greater satisfaction with natural gas utilities, and longer residency among higher-income respondents. However, factors like age, political preferences, and utility satisfaction showed no significant disparity. Although the high-income group was slightly more inclined toward energy-saving measures, both groups prioritized energy conservation similarly. Income-related discrepancies in self-awareness regarding home efficiency compared to neighbors were negligible. This study augments existing research but suggests the necessity for further research across different jurisdictions and timeframes to measure income’s impact.

KEYWORDS:

• Environmental marketing
• pro environmental behavior
• environmental concern
• environmental impact
• pro environmental utility customer survey
• income group

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

¹ This question is presented in two formats randomly given to respondents with the Environmental impact listed first or last.

² This question has two other separate iterations to test differences in base case, opt-out, or opt-in case. The case presented in this example constitute the opt-in example.

³ This question refers to the previous selection regarding participant selection pertaining to involvement in the renewable energy program. See paper on finding. Peterson and Tollefson (2023b). Nudging Climate Action: Exploring the Impact of Active Default Choices on Renewable Energy Program Participation. Energy Efficiency. https://doi.org/10.1007/s12053-023-10164-y

⁴ This example mirrors the Asian Disease problem. Note there are multiple versions of this question. See paper published on this finding Peterson and Tollefson (2023a). Asian Disease Problem Applied to Climate Change: A Study of the Impact of Framing Risk Preferences Driven by Socio-Economic Indicators for Climate-Change-Related Risks. Businesses, 166–180. https://doi.org/10.3390/businesses3010012