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9.6.2011 Arto O. Salonen, PhD, Helsinki Metropolia UAS, Mauri Åhlberg, Professor, University of Helsinki,

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Presentation on theme: "9.6.2011 Arto O. Salonen, PhD, Helsinki Metropolia UAS, Mauri Åhlberg, Professor, University of Helsinki,"— Presentation transcript:

1 9.6.2011 Arto O. Salonen, PhD, Helsinki Metropolia UAS, arto.salonen@gmail.com Mauri Åhlberg, Professor, University of Helsinki, mauri.ahlberg@helsinki.fi

2 Maslow (1954) Physiological needs and safety needs Social inclusion and needs of love, needs of esteem and achievements Allardt (1976) Having Loving and being Inglehart (1977) Materialism Post-materialism Schwartz (1992) Security, conservation, self-enhancement Universalism, openness to change, self-transcendence

3 Which attitudinal factors correlate with post-materialistic behavior? Operationalizing of post-materialistic behavior: (a)Importance of owning (having) is decreased (b)Services are used instead of owning goods (c)Renewal of goods is motivated by real needs

4 Informants: Finnish university students, 18-40 years old, n = 198 Measurement tool: 36 items to be rated with nine-step semantic differential scale Method: Logistic regression analysis

5 Environmental sustainability Recycling Taking care of hazardous waste Composting Favoring walking, cycling and public transport Saving energy Using renewable energy sources Water saving Housing temperature max. 21C Vegetarian diet Organic food Local food Economic sustainability Product longevity and durability Favoring eco-labeled products Quantity and quality of packaging Product recyclability Favoring products and services of forefront companies Vibrant local business Vibrant small business Quality of the materials in commodities Product repair eligibility Quantity and quality of product manufacturing waste Energy efficiency in product manufacture and use Social sustainability Communality Equality and tolerance Health-promoting lifestyle Social inclusion Global poverty reduction Elimination of public health risks Consumer´s social responsibility Intergenerational link Maintaining of civil society Volunteering Use of study opportunities Replacing goods and equipment only when broken Low value for ownership Use of services instead of owning goods ATTITUDES (dependent variables) POST-MATERIALISTIC BEHAVIOR (independent variable)

6 Seven factors separated the characteristics differentiating informants 1 : 1.Health promoting lifestyle, p0.000 2.Recycling, p0.000 3.Organic food, p0.000 4.Water conservation, p0.001 5.Maintaining of civil society, p0.014 6.Favoring eco-labeled products, p0.045 7.Using renewable energy resources 2, p0.100 --------------------------------------------------------------------------------------------------------------------------------------------------------------------- 1. Cox and Snell pseudo R-square was.53 and Nagelkerke pseudo R-square.71 indicating that the fit of the model to the data was moderate. 2. The odds ratio of the 7th variable was 1.96. According to Field (2009, 290) a variable with an odds ratio greater than 1 is supposed to take to the model.

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9 The correlational nature of the attitudinal and behavior factors leaves open the direction of behavior change. Attitude might be a driver of behavior or Post-materialistic behavior can cause particular attitude

10 We used weak sustainability framework all the dimensions had the same weight Vital ecosystem services are the precondition for mankind's survival strong sustainability framework is essential in forthcoming research

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12 The ultimate and fundamental goal for a sustainability research is to determine a safe social and economic operation base for humanity on the planet Earth

13 Arto O. Salonen, PhD, Helsinki Metropolia UAS, arto.salonen@gmail.com Mauri Åhlberg, Professor, University of Helsinki, mauri.ahlberg@helsinki.fi


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