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Antecedents of Proenvironmental Behaviors: An Examination of Cultural Values, Self-Efficacy, and Environmental Attitudes
Unformatted Document Text:  ICA-2-11744 Antecedents of Proenvironmental Behaviors 1 Antecedents of Proenvironmental Behaviors: An Examination of Cultural Values, Self-Efficacy, and Environmental Attitudes Abstract As public concern about environmental issues increases, it becomes more important to understand antecedents of proenvironmental behaviors. A study was undertaken to investigate the effects of cultural values (collectivism), perceived consumer effectiveness (PCE), environmental attitudes on four types of proenvironmental behaviors: green-buying, energy-saving, recycling, and political behaviors. Structural equation modeling systematically tested and refined models representing interrelationships among the relevant variables. The results suggest that collectivistic value orientations have a direct effect on beliefs about self-efficacy in solving problems (PCE), which in turn influence environmental attitudes. However, the effects of PCE and attitudes on behaviors appeared to vary with the type of proenvironmental behaviors. That is, PCE exerts a direct effect on energy-saving and recycling behaviors and environmental attitudes have a direct effect on all behavioral measures except for recycling behaviors. Overall, the results indicate the importance of the relevant variables in predicting consumer proenvironmental behaviors. Although the value orientation was not found to have a direct effect on behaviors, it exerted indirect influences through PCE that subsequently influences environmental attitudes and behaviors. Implications for public policy and marketing communication efforts and directions for future research are provided.

Authors: Kim, Yeonshin. and Choi, Sejung Marina.
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ICA-2-11744 Antecedents of Proenvironmental Behaviors 1
Antecedents of Proenvironmental Behaviors:
An Examination of Cultural Values, Self-Efficacy, and Environmental Attitudes
Abstract
As public concern about environmental issues increases, it becomes more
important to understand antecedents of proenvironmental behaviors. A study was
undertaken to investigate the effects of cultural values (collectivism), perceived consumer
effectiveness (PCE), environmental attitudes on four types of proenvironmental
behaviors: green-buying, energy-saving, recycling, and political behaviors. Structural
equation modeling systematically tested and refined models representing
interrelationships among the relevant variables. The results suggest that collectivistic
value orientations have a direct effect on beliefs about self-efficacy in solving problems
(PCE), which in turn influence environmental attitudes. However, the effects of PCE and
attitudes on behaviors appeared to vary with the type of proenvironmental behaviors.
That is, PCE exerts a direct effect on energy-saving and recycling behaviors and
environmental attitudes have a direct effect on all behavioral measures except for
recycling behaviors. Overall, the results indicate the importance of the relevant variables
in predicting consumer proenvironmental behaviors. Although the value orientation was
not found to have a direct effect on behaviors, it exerted indirect influences through PCE
that subsequently influences environmental attitudes and behaviors. Implications for
public policy and marketing communication efforts and directions for future research are
provided.


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