Abstract

Global warming presents challenges to utilitarianism. Its structural features seem to suggest that individuals have no moral obligations to take steps to reduce their carbon footprints. For those who find this to be an unacceptable result, Jamieson proposes an alternative. He argues that utilitarians should embrace a version of virtue ethics. They should embrace what he calls ‘green virtues’. In this article, I argue that Jamieson's proposal does not adequately address the ethical challenges that global warming poses for utilitarianism. I propose an alternative. Rather than aiming to inculcate green virtues, we should be aiming to inculcate a certain social identity: a green identity. Not only is this approach more in keeping with utilitarianism, but recent research in the social sciences also suggests that it is much more likely to result in an impactful reduction in global emissions.