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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 7 Attitudes and Perceived Consumer Effectiveness (PCE) Attitudes have been a fundamental part of environmental studies. Environmental attitudes represent a consumer’s general orientation toward the environment. An individual’s environmental attitudes appeared to be a useful predictor of ecologically conscious behaviors and played an important role as a mediator between values and behaviors in environmental studies (Kim 2002; McCarty and Shrum 1994). An individual’s environmental attitudes are believed to be related to his or her fundamental beliefs such as values (e.g., Kim 2002; Schultz 2000; Stern, Dietz, Kalof and Guagnano 1995) and determined by the individual’s underlying value structures. For example, social/altruistic value orientations including biospherism were found to be positively related to environmental attitudes, while egoistic values appeared to be negatively related to environmental attitudes (e.g., Kim 2002). With regards to the characteristics of collectivism discussed earlier, it seems reasonable to predict a negative relationship between collectivism and environmental attitudes. Perceived consumer effectiveness (PCE) refers to the extent to which individuals believe that their actions make a difference in solving a problem (Ellen, Weiner, and Cobb-Walgren 1991). PCE has been considered an important factor that influences an individual’s willingness to engage in environment-friendly behaviors beyond a simple concern for the environment and has often been used to predict socially conscious behaviors (Berger and Corbin 1992; Ellen, Wiener, and Cobb-Walgren 1991; Kinnear, Taylor, and Ahmed 1974). PCE is defined as “the evaluation of the self in the context of the issue” (Berger and Corbin 1992, pp. 80-81) and is distinguished from an attitude, defined as an evaluation of an issue (Tesser and Shaffer 1990). Ellen, Weiner, and Cobb-

Authors: Kim, Yeonshin. and Choi, Sejung Marina.
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ICA-2-11744 Antecedents of Proenvironmental Behaviors 7
Attitudes and Perceived Consumer Effectiveness (PCE)
Attitudes have been a fundamental part of environmental studies. Environmental
attitudes represent a consumer’s general orientation toward the environment. An
individual’s environmental attitudes appeared to be a useful predictor of ecologically
conscious behaviors and played an important role as a mediator between values and
behaviors in environmental studies (Kim 2002; McCarty and Shrum 1994). An
individual’s environmental attitudes are believed to be related to his or her fundamental
beliefs such as values (e.g., Kim 2002; Schultz 2000; Stern, Dietz, Kalof and Guagnano
1995) and determined by the individual’s underlying value structures. For example,
social/altruistic value orientations including biospherism were found to be positively
related to environmental attitudes, while egoistic values appeared to be negatively related
to environmental attitudes (e.g., Kim 2002). With regards to the characteristics of
collectivism discussed earlier, it seems reasonable to predict a negative relationship
between collectivism and environmental attitudes.
Perceived consumer effectiveness (PCE) refers to the extent to which individuals
believe that their actions make a difference in solving a problem (Ellen, Weiner, and
Cobb-Walgren 1991). PCE has been considered an important factor that influences an
individual’s willingness to engage in environment-friendly behaviors beyond a simple
concern for the environment and has often been used to predict socially conscious
behaviors (Berger and Corbin 1992; Ellen, Wiener, and Cobb-Walgren 1991; Kinnear,
Taylor, and Ahmed 1974). PCE is defined as “the evaluation of the self in the context of
the issue” (Berger and Corbin 1992, pp. 80-81) and is distinguished from an attitude,
defined as an evaluation of an issue (Tesser and Shaffer 1990). Ellen, Weiner, and Cobb-


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