About the SEQUOIA scale

The SEQUOIA scale is a joint research effort between the Colorado State University -Applied Social Psychology Department and the USDA-Natural Resources Conservation Service- Social Sciences Institute.

This scale was developed to measure attitudes toward the environment in terms of four factors: environmental concern, modern sensation seeking, independence/self-sufficiency and urban dwelling.

This scale has not been normalized and is therefore still in the research stages. However, you can access the SEQUOIA through the Colorado State University - Applied Social Psychology home page. From a more general perspective, research on attitude change, behavior modification, social behavior, and personality can suggest some steps that might be necessary to change behavior in order to reduce pollution and encourage conservation activities.

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