Moral foundations and future pro-environmental lifestyles choices in the Finnish population

The aim of the study was to examine citizens' perceptions of their preferred pro-environmental lifestyle choices in the future. We examined how these choices relate to different socio-demographic factors and moral foundations in a Finnish population survey sample (N = 1,020). Consistent with previous research, endorsing care and fairness foundations related positively to using plant-based food and local and natural food, as well as using sustainable energy, materials, housing and transportation solutions. However, also endorsing binding moral foundations, loyalty, authority and sanctity, related positively to using local and natural food and to using an electric car or biofuels. Most pro-environmental practices were related to being a woman, younger age and having higher education, but preferred choices differed according to living environment (urban or rural). We conclude that different pro-environmental choices are appealing to different socio-demographic groups with different moral views. Promoting different ways of contributing to ecologically sustainable future could be a way to reach different societal groups. In addition, re-framing more sustainable practices, such as plant-based diets, could contribute to such practices becoming a feasible option for more diverse groups. Individuals' preferred future lifestyles are those that align with their moral views, and therefore policymakers should embrace this (moral) diversity in the design of future policies.