University of Twente Student Theses
Watt Connects Us : Environmental Identity and the Need for Affiliation in Joining Energy Communities
Kremer, Muriel (2025) Watt Connects Us : Environmental Identity and the Need for Affiliation in Joining Energy Communities.
|
PDF
1MB |
| Abstract: | As a construct rooted in environmental values and past behaviours, Environmental Identity (EI) may play a role in shaping individuals’ sustainable choices. Understanding how EI relates to decisions, such as joining an Energy Community (EC), can help tailor more effective engagement strategies. This study explores how EI influences individuals’ willingness to join an EC. Using the Ease of Retrieval (EoR) technique to manipulate EI, and McClelland’s Theory of Needs to test for a moderating effect of the Need for Affiliation, an experimental between-groups design was applied (n = 107). Participants were assigned to either an easy or difficult recall condition. The EoR manipulation did not alter the perception of EI, comparing both recall conditions. However, EI was found to be a significant predictor of intention to join an EC. However, no moderating effect of the Need for Affiliation was found. These insights could be used to target EC advertisements more specifically. Future research should consider alternative manipulation strategies, such as Narrative Identity Theory or group identity approaches, and examine affiliation needs in broader societal values within the EC context. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 77 psychology |
| Programme: | Psychology BSc (56604) |
| Link to this item: | https://purl.utwente.nl/essays/106588 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page