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Discussion: There's still an important gap between values and behaviour
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MIke_Nye |
There's still an important gap between values and behaviour
Jun 9 2008, 11:01 AM EDT
I think this report is well structured and I applaud the WWF for critically engaging with the social/ commercial marketing strategies which seem to be so en vogue at the moment. The focus on identity is crucial in an era when we are pressured to construct who we are by consuming more and more stuff. However, I disagree with the attempt to reconstruct what most of us in the field call the value action gap as an attitude-action gap. Expressed values might predict behaviour more strongly than expressed attitudes, but there is still an important gap between values and behaviour. Our lives are filled with contradictions between our behaviour and even our most deeply held values. One need look no further than the queue for confession at the local Catholic church for evidence of the value action gap. Part of the problem is a lack of self discipline and a willingness to adhere to our values, even when short term self-interest beckons otherwise. If most rational people hold broadly pro-environmental (or at least compatible) values, then perhaps it is the lack of the overarching value of self discipline which is at the root of the environmental crisis. Do you find this valuable?
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