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Green and Greenback

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  • Andreas Diekmann
  • Peter Preisendörfer

Abstract

The low-cost hypothesis predicts that the strength of effects of environmental concern on environmental behavior diminishes with increasing behavioral costs. Thus, environmental concern influences environmental behavior primarily in situations and under conditions connected with low costs and little inconvenience for individual actors. In a first step, we develop and specify this hypothesis. Referring to two procedures, we then test it on the basis of an environmental survey of a random sample of 2307 respondents from the German population. The empirical evidence is positive. The low-cost hypothesis is not confined to the area of environmental research. It points to general limits of attitude-research (in high-cost situations) and to general limits of rational-choice theory (in low-cost situations), and suggests a strategy for integrating research in social psychology, sociology, and economics.

Suggested Citation

  • Andreas Diekmann & Peter Preisendörfer, 2003. "Green and Greenback," Rationality and Society, , vol. 15(4), pages 441-472, November.
    • Handle: RePEc:sae:ratsoc:v:15:y:2003:i:4:p:441-472
    DOI: 10.1177/1043463103154002
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    References listed on IDEAS

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    1. Ernst Fehr & Urs Fischbacher & Elena Tougareva, "undated". "Do High Stakes and Competition Undermine Fairness? Evidence from Russia," IEW - Working Papers 120, Institute for Empirical Research in Economics - University of Zurich.
    2. Kirchgassner, Gebhard & Pommerehne, Werner W, 1993. "Low-Cost Decisions as a Challenge to Public Choice," Public Choice, Springer, vol. 77(1), pages 107-115, September.
    3. Bruno S. Frey, 1997. "Not Just for the Money," Books, Edward Elgar Publishing, number 1183.
    4. Rabin, Matthew, 1993. "Incorporating Fairness into Game Theory and Economics," American Economic Review, American Economic Association, vol. 83(5), pages 1281-1302, December.
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    Cited by:

    1. Heinz, Nicolai & Koessler, Ann-Kathrin, 2021. "Other-regarding preferences and pro-environmental behaviour: An interdisciplinary review of experimental studies," Ecological Economics, Elsevier, vol. 184(C).

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