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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 10 related to one another (e.g., Lee, DeYoung, and Marans 1995; Oskamp et al. 1991; Pickett, Kangun, and Grove 1993; Tracy and Oskamp 1983-1984). For example, it is hard to predict an individual’s purchase of green products from his or her participation in energy-saving or other proenvironmental behaviors (Mairieri et al. 1997). Therefore, these behaviors should be examined separately to better understand the relationships among the relevant variables because the proposed antecedents might differentially influence behaviors depending on the specific type of proenvironmental behaviors. Proposed Model and Hypotheses The purpose of the present study was to systematically assess the effects of cultural values, PCE, and environmental attitudes on environmentally conscious behaviors. Toward this end, a model was constructed and proposed with hypothesized causal relationships among the variables in Figure 1. The value orientation of collectivism was defined and measured at the individual, psychological level in the model and it was predicted to exert both direct and indirect effects (through PCE and environmental attitudes) on proenvironmental behaviors. PCE was expected to have direct effects on environmental attitudes, which subsequently influence behaviors. Based on the previous discussion on the literature, specific hypotheses were formed as follows: H1: Collectivism directly and negatively relates to PCE. People who are more collectivistic are likely to have lower self-efficacy in solving environmental problems than are those who are less collectivistic.

Authors: Kim, Yeonshin. and Choi, Sejung Marina.
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ICA-2-11744 Antecedents of Proenvironmental Behaviors
10
related to one another (e.g., Lee, DeYoung, and Marans 1995; Oskamp et al. 1991;
Pickett, Kangun, and Grove 1993; Tracy and Oskamp 1983-1984). For example, it is
hard to predict an individual’s purchase of green products from his or her participation in
energy-saving or other proenvironmental behaviors (Mairieri et al. 1997). Therefore,
these behaviors should be examined separately to better understand the relationships
among the relevant variables because the proposed antecedents might differentially
influence behaviors depending on the specific type of proenvironmental behaviors.
Proposed Model and Hypotheses
The purpose of the present study was to systematically assess the effects of
cultural values, PCE, and environmental attitudes on environmentally conscious
behaviors. Toward this end, a model was constructed and proposed with hypothesized
causal relationships among the variables in Figure 1. The value orientation of
collectivism was defined and measured at the individual, psychological level in the model
and it was predicted to exert both direct and indirect effects (through PCE and
environmental attitudes) on proenvironmental behaviors. PCE was expected to have
direct effects on environmental attitudes, which subsequently influence behaviors. Based
on the previous discussion on the literature, specific hypotheses were formed as follows:
H1: Collectivism directly and negatively relates to PCE. People who are more
collectivistic are likely to have lower self-efficacy in solving environmental
problems than are those who are less collectivistic.


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