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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 3 behaviors. Consequently, proenvironmental behaviors were found to be determined in part by an individual’s self-efficacy and a general orientation toward the welfare of others (e.g., social or altruistic value orientation) (Schwartz 1977; Stern, Dietz, and Kalof 1993). The purpose of the present study is to examine several of the key antecedents of proenvironmental behaviors. Specifically, this study investigated the effects of individuals’ fundamental beliefs toward the relationship between self and others (e.g., individualism and collectivism), perceived consumer effectiveness (PCE), and environmental attitudes on behaviors. Structural equation model systematically tested the interrelationships among a value orientation (individualism/collectivism), self-efficacy (PCE), environmental attitudes, and four types of proenvironmental behaviors (green- buying, energy-saving, recycling, and political behaviors). The results contribute to the understanding of the antecedents of proenvironmental behaviors and provide implications for public policy makers and communication specialists. Theoretical Background Individualism versus Collectivism The concept of individualism versus collectivism is one of the most frequently used cultural orientations that has proven useful in cross-cultural studies as a means of detecting and understanding cultural differences. Originated from Hofstede’s work (1980), the notion of individualism versus collectivism illustrates differences in basic beliefs that individuals hold with respect to their interaction with others, priority of group goals, and perceived importance of unity with others. People from individualistic cultures tend to be independent and self-oriented while individuals in collectivistic cultures are

Authors: Kim, Yeonshin. and Choi, Sejung Marina.
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ICA-2-11744 Antecedents of Proenvironmental Behaviors 3
behaviors. Consequently, proenvironmental behaviors were found to be determined in
part by an individual’s self-efficacy and a general orientation toward the welfare of others
(e.g., social or altruistic value orientation) (Schwartz 1977; Stern, Dietz, and Kalof 1993).
The purpose of the present study is to examine several of the key antecedents of
proenvironmental behaviors. Specifically, this study investigated the effects of
individuals’ fundamental beliefs toward the relationship between self and others (e.g.,
individualism and collectivism), perceived consumer effectiveness (PCE), and
environmental attitudes on behaviors. Structural equation model systematically tested the
interrelationships among a value orientation (individualism/collectivism), self-efficacy
(PCE), environmental attitudes, and four types of proenvironmental behaviors (green-
buying, energy-saving, recycling, and political behaviors). The results contribute to the
understanding of the antecedents of proenvironmental behaviors and provide implications
for public policy makers and communication specialists.
Theoretical Background
Individualism versus Collectivism
The concept of individualism versus collectivism is one of the most frequently
used cultural orientations that has proven useful in cross-cultural studies as a means of
detecting and understanding cultural differences. Originated from Hofstede’s work
(1980), the notion of individualism versus collectivism illustrates differences in basic
beliefs that individuals hold with respect to their interaction with others, priority of group
goals, and perceived importance of unity with others. People from individualistic cultures
tend to be independent and self-oriented while individuals in collectivistic cultures are


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