PNAS wrote:
Abstract
This research demonstrates how promoting the environment can negatively affect adoption of energy efficiency in the United States because of the political polarization surrounding environmental issues. 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. These results highlight the importance of taking into account psychological value-based considerations in the individual adoption of energy-efficient technology in the United States and beyond.
The subjects in the study were given a choice to buy a traditional incandescent light bulb or a high efficiency CFL. Conservatives and liberals bought the efficient bulb at the same rate.
But when they put a message on the CFL saying “Protect the Environment”, many conservatives stopped buying it.
Yes - as soon as they thought that it was a 'lefty liberal, tree hugging light bulb" that was 'good for the environment' they stopped buying it, even if it would reduce their energy costs.
How can you deal with people who think like this?
