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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 2 Introduction Public concern for environmental issues has globally expanded over the past 30 years. Consumers’ growing environmental consciousness has influenced many social and political aspects. Responding to the increased awareness of environmental matters among consumers, scholars in marketing and social sciences (e.g., Berger and Corbin 1992; Shrum, McCarty, and Lowrey 1995; McCarty and Shrum 2001) have initiated academic research on environmental issues. Such studies have been advanced with the inclusion of consumer underlying motivations of proenvironmental behaviors (e.g., Bagozzi and Dabholkar 1994; Lee and Holden 1999) and the explications of the relationships between psychological constructs and environmentally conscious behaviors (e.g., Dietz, Stern, and Guagnano 1998; McCarty and Shrum 1993, 1994; Karp 1996; Kim 2002). However, little is known about antecedents of proenvironmental behaviors and thus it is still challenging to predict environmentally conscious behaviors. The nature of proenvironmental behaviors and the underlying motivations are quite different from other general purchase-related consumer behaviors (McCarty and Shrum 2001). Engaging in a particular buying behavior is driven by an assessment of its benefits that come directly to the individual, relative to the evaluation of its costs. On the other hand, proenvironmental behaviors are unlikely to benefit directly the individuals performing the behaviors and the outcomes of the behaviors (e.g., cleaner environment) are future-oriented. Given the unique characteristics of environmentally conscious behaviors, many scholars have investigated the relationships of individuals’ beliefs about their ability to influence future outcomes and their desire to provide benefits for others to their proenvironmental

Authors: Kim, Yeonshin. and Choi, Sejung Marina.
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ICA-2-11744 Antecedents of Proenvironmental Behaviors 2
Introduction
Public concern for environmental issues has globally expanded over the past 30
years. Consumers’ growing environmental consciousness has influenced many social and
political aspects. Responding to the increased awareness of environmental matters
among consumers, scholars in marketing and social sciences (e.g., Berger and Corbin
1992; Shrum, McCarty, and Lowrey 1995; McCarty and Shrum 2001) have initiated
academic research on environmental issues. Such studies have been advanced with the
inclusion of consumer underlying motivations of proenvironmental behaviors (e.g.,
Bagozzi and Dabholkar 1994; Lee and Holden 1999) and the explications of the
relationships between psychological constructs and environmentally conscious behaviors
(e.g., Dietz, Stern, and Guagnano 1998; McCarty and Shrum 1993, 1994; Karp 1996;
Kim 2002).
However, little is known about antecedents of proenvironmental behaviors and
thus it is still challenging to predict environmentally conscious behaviors. The nature of
proenvironmental behaviors and the underlying motivations are quite different from other
general purchase-related consumer behaviors (McCarty and Shrum 2001). Engaging in a
particular buying behavior is driven by an assessment of its benefits that come directly to
the individual, relative to the evaluation of its costs. On the other hand, proenvironmental
behaviors are unlikely to benefit directly the individuals performing the behaviors and the
outcomes of the behaviors (e.g., cleaner environment) are future-oriented. Given the
unique characteristics of environmentally conscious behaviors, many scholars have
investigated the relationships of individuals’ beliefs about their ability to influence future
outcomes and their desire to provide benefits for others to their proenvironmental


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