Does green consumerism increase the acceptance of wind power?

In this paper, we discuss what might be termed an action-based learning approach to promoting important pro-environmental actions, such as support for or acceptance of environmental policy. Such an approach involves promoting simple and easy behaviours as entry points for more radical steps towards sustainability, referred to as “catalytic” or “wedge” behaviours. Despite the obvious need for innovative approaches to promote important pro-environmental behaviour, and sound theoretical backing for such concepts, there is a lack of research testing the key propositions of this approach. In a survey study based on a random sample of residents of the state of Maine, USA, we find that both everyday “green” behaviour and the acceptance of an expansion of wind power are rooted in environmental concern and that everyday “green” behaviour gives a significant contribution to predicting acceptance of wind power when controlling for environmental concern. Hence, the promotion of everyday “green” behaviours may prepare the grounds for increasing acceptance of more far-reaching changes in the population, such as an expansion of wind power.

► Acceptance of wind power increases with environmental concern. ► So does everyday “green” consumerism. ► Green consumerism further increases acceptance of wind power. ► The effect of environmental concern on acceptance is partly mediated through green consumerism. ► Participants in the study are a random sample of residents of Maine, USA.