Developing sustainability-oriented values: Insights from households in a trial of plug-in hybrid electric vehicles

► Sustainability-oriented values relate to sustainable behaviors and policy. ► Values form the core of self-concept, and are socially constructed. ► Sustainability is linked with three of Schwartz's values: benevolence, universalism and self-direction. ► We observe value change in several households taking part in a plug-in hybrid vehicles trial. ► New values can develop with open self-concept, alignment with core values and social support.