By Ben Geman - 04/30/13 11:34 AM EDT
Study 1 demonstrated that more politically conservative individuals were less in favor of investment in energy-efficient technology than were those who were more politically liberal. This finding was driven primarily by the lessened psychological value that more conservative individuals placed on reducing carbon emissions. Study 2 showed that this difference has consequences: In a real-choice context, more conservative individuals were less likely to purchase a more expensive energy-efficient light bulb when it was labeled with an environmental message than when it was unlabeled.
Dena Gromet, a researcher at the University of Pennsylvania’s Wharton School, spoke with NBC about the research here.