Researchers at Nottingham have developed a scale that can measure the motivation to save energy at work, predicting energy-saving intentions and sustainable choices. In two studies, researcher found that 'helping their organisation and the planet' and feeling a 'warm-glow' were rated as important motivations. Notably, the stronger the motivations to promote one's reputation were, the weaker was the intention to save energy. The results of this work could be an effective addition to environmental messages used as motivations in marketing campaigns.
Read the full article and contact Caroline Leygue if you would like to discuss this research further.
The University of Nottingham
Nottingham, NG7 2RD
telephone: +44 (0)115 74 84969
Connect with the University of Nottingham through social media and our blogs.
Campus maps | More contact information | Jobs
Browser does not support script.