The influence of scarcity perception on people's pro-environmental behavior and their readiness to accept new sustainable technologies

Experts worldwide point to the challenges our world is facing (e.g., land degradation, resource scarcity, global warming) as described by Intergovernmental Panel on Climate Change. Many studies have analyzed how cope with these challenges. Aside from promoting pro-environmental behaviors, it was proposed that technological innovations might provide potential and compensate for natural scarcity. We conducted an online survey (N = 404) investigating people's scarcity perception related their willingness adopt behaviors openness new sustainable technologies. Regression analyses demonstrate anticipated future unavailability of resources more crucial predicting behavior than perceived current availability. The expected reduced availability goes along increased energy (renergy −0.32) food technologies (rfood −0.22). Moreover, a t-test provides evidence causal influence showing higher following salience manipulation (Cohen's d 0.27). Further bootstrapping showed affected individuals' technology via behavior. Also, were amplified when people believed fewer will be available due concern about