Household consumption is a major contributor to global greenhouse gas emissions. Some behaviours (for example energy use and vehicle use) may have far larger impacts than others (for example green consumerism of household products). Here, the driving forces of green consumerism and two domestic energy uses (electricity consumption and vehicle fuel use) are compared. This study found that environmental attitudes predicted green consumerism, but not electricity consumption or vehicle fuel use. Furthermore, green consumerism was correlated with income and individual level demographic factors, while energy consumption was primarily predicted by household size and structural constraints. Because household energy consumption has greater environmental impacts than green consumerism, policies that aim to improve pro-environmental attitudes may not be effective in mitigating greenhouse gas emissions. Policies should rather aim to change structural constraints influencing transportation and household energy decisions and improve the conspicuousness of household energy consumption.
