Propensity for pro-environmental decisions: Decision-making based on values

Kelly A. Sprehn, Gül E. Okudan Kremer, David R. Riley

Research output: Contribution to conferencePaperpeer-review


Decision-making can have far-reaching consequences but the final choice may not be the mathematical optimal. Often, decisions are not made on logical expected outcomes and may be influenced by personal values. Utility and Prospect theory have both been used to elicit and model non-linear preferences in decision-making. These techniques can also be used to select an outcome or predict a result based on subject preference. Personal environmental values indicate the level to which a person feels connected to the Earth and natural surroundings. Their values act as motivators in shaping and mediating the final decision outcomes. This research explores how pro-environmental views, as measured by the New Ecological Paradigm, will affect the shape of an individual's utility curve on environmentally based decisions. This is tested through an application in home energy audits and decisions made about participation in home efficiency improvements. We posit that this work can be extrapolated to decisions made about building sustainable supply chains.

Original languageEnglish (US)
Number of pages8
StatePublished - 2013
EventIIE Annual Conference and Expo 2013 - San Juan, Puerto Rico
Duration: May 18 2013May 22 2013


OtherIIE Annual Conference and Expo 2013
Country/TerritoryPuerto Rico
CitySan Juan

All Science Journal Classification (ASJC) codes

  • Industrial and Manufacturing Engineering


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