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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 18 be tailored to the specific audience to persuade them to engage in proenvironmental behaviors. For example, PCE and environmental concern are important mediators of green-buying behaviors and thus should be taken into account in planning on a persuasive message that promotes an environmentally conscious choice. In order to increase people’s commitment to green products, it would be important to emphasize that individuals’ efforts to purchase environmentally friendly products make a huge difference and to explain how critical the natural environment is to humans’ healthy life. As for the messages especially for highly collectivistic individuals, it would be effective to demonstrate how individuals’ commitment to proenvironmental behaviors can help build healthy family, community, and society. The present study attempted to offer a comprehensive picture of antecedents of environmentally conscious behaviors, but other variables can be added to the picture. It would be also useful for future research to test the models with different groups of people (e. g., adults, male versus female, old versus young people) to enhance generalizability because the use of a student sample in this study may limit the generalization of the findings. Methodologically, the scales deserve more attention. More reliable and valid scales for measuring the relevant concepts should be developed. In conclusion, the present study contributes to a better understanding of the antecedents of proenvironmental behaviors by systematically examining the interrelationships among them about different types of environmentally conscious behaviors. In line with the prior literature, cultural and psychological factors were found to have significant effects on proenvironmental behaviors. Future research should continue to delve into the topic of what drives ecologically friendly behaviors.

Authors: Kim, Yeonshin. and Choi, Sejung Marina.
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ICA-2-11744 Antecedents of Proenvironmental Behaviors
18
be tailored to the specific audience to persuade them to engage in proenvironmental
behaviors. For example, PCE and environmental concern are important mediators of
green-buying behaviors and thus should be taken into account in planning on a persuasive
message that promotes an environmentally conscious choice. In order to increase
people’s commitment to green products, it would be important to emphasize that
individuals’ efforts to purchase environmentally friendly products make a huge difference
and to explain how critical the natural environment is to humans’ healthy life. As for the
messages especially for highly collectivistic individuals, it would be effective to
demonstrate how individuals’ commitment to proenvironmental behaviors can help build
healthy family, community, and society.
The present study attempted to offer a comprehensive picture of antecedents of
environmentally conscious behaviors, but other variables can be added to the picture. It
would be also useful for future research to test the models with different groups of people
(e. g., adults, male versus female, old versus young people) to enhance generalizability
because the use of a student sample in this study may limit the generalization of the
findings. Methodologically, the scales deserve more attention. More reliable and valid
scales for measuring the relevant concepts should be developed.
In conclusion, the present study contributes to a better understanding of the
antecedents of proenvironmental behaviors by systematically examining the
interrelationships among them about different types of environmentally conscious
behaviors. In line with the prior literature, cultural and psychological factors were found
to have significant effects on proenvironmental behaviors. Future research should
continue to delve into the topic of what drives ecologically friendly behaviors.


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