Is there a generalized energy conservation ethic? A comparison of the determinants of gasoline and home heating energy conservation

The body of research that has attempted to identify and characterize the “ecologically concerned” or “socially responsible” consumer is challenged for its assumption that this is a single group sharing a general disposition to conserve. Based on a comparison of gasoline and home heating energy conservers from a single sample, evidence is provided that these are two unique groups and that those who are conservers in both areas form a third unique group that is closer to the original notion of a generalized conservation ethic. Implications are discussed for future research focusing on energy conservation and social responsibility.