Value Orientations, Personal Norms, and Public Attitude toward SDGs

Ting Guan and Qian Zhang ()
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Ting Guan: School of Government, Beijing Normal University, Beijing 100875, China
Qian Zhang: School of Government, Beijing Normal University, Beijing 100875, China

IJERPH, 2023, vol. 20, issue 5, 1-19

Abstract: Improving communication and engagement with the public is vital for implementing sustainable development goals (SDGs). Public attitude toward SDGs can influence this engagement, as people are more likely to accept SDG-relevant information and take actions that are consistent with their own attitudes. This study examines the determinants for individual attitudes in supporting SDGs and further explores the formation of public attitudes toward SDGs, i.e., how public attitude is shaped by the value orientations and norms of the individuals. Using an online survey (n = 3089), we uncovered several important findings: (1) individuals’ altruistic/biospheric value orientations are positively associated with pro-SDG attitudes; (2) personal norms mediate the relationship of individuals’ altruistic values and attitudes; (3) some demographic characteristics (i.e., age, gender, having children) moderate the relationship of people’s value orientations and attitudes; and (4) people’s biospheric values have heterogeneous effects on their pro-SDG attitudes based on education and income. Through these findings, this study enhanced the public’s general understanding of SDGs by providing a holistic analytical framework of public attitude formation on SDGs and uncovering the significant role of value orientations. We further identify the moderating effects of demographic characteristics and the mediating effects of personal norms in the relationship between individuals’ values and attitude on SDGs.

Keywords: public attitude; value orientations; personal norms; SDGs (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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