The Critical Challenge of Climate Change for Psychology

Abstract

For many societies, the prime political strategy for mitigating climate change has been to improve the efficiency of technology (e.g., cars, light bulbs, and refrigerators). However, World Bank data suggest that the per-capita energy consumption of societies is leveling off rather than falling. Thus, all efficiency gains are apparently eaten up by rebound. In our psychological account of this ubiquitous rebound phenomenon, we argue that individual consumption is genuinely rational (i.e., benefit-oriented) and grounded in an unlimited number of personal ends (i.e., goals and desires). Behavior and technology – the latter as an amplifier of individual behavior – are means for satisfying personal ends. Predictably, any gains in efficiency as evidenced by savings of time and/or money will be reinvested in further as-yet-unmet personal ends of individuals. Consequently, rebound is the norm and not the exception. The challenge to psychologists is thus, as we argue in this article, to motivate individuals to act comparatively more irrationally (by generally forgoing personal benefits), and by doing so, to eventually reduce the overall energy consumption of societies. Only when people are intrinsically motivated to forgo commodities, convenience, and other personal benefits can rebound be avoided.