Rune Ellemose Gulev

Exploring cultural values connected to sustainability: why some people are more likely to act in a sustainable manner than others

The current article seeks to explore if we can scientifically determine some rudimentary behavioural practices that lead certain people to act in a more sustainable manner compared to others. To accomplish this, a set of values and attitudes are collected from varying demographics throughout Europe which are then contrasted against commonly accepted sustainable behaviours. Very strong correlations emerged between the seven attitudes towards business practices and sustainable behaviour. Slightly weaker correlations were found linking the ten chosen cultural values with sustainable behaviour. Taken holistically, the results provide clear indication that some attitudes and values in people do facilitate sustainable behaviour and that these attitudes and values can be fostered to create greater sustainable behavioural practices. It is hoped that the results initiate a debate and further motivation for research into sustainable practices.