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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 9 pleasure seeking, assertiveness, creativity, curiosity, competitiveness, self-assurance, efficiency, initiative, and directness) but higher on collectivist traits (attentiveness, respectfulness, humility, deference, obedience, dutifulness, reciprocity, self-sacrifice, security, traditionalism, conformity, and cooperativeness) than those in individualistic cultures (e.g., U.S.) (Grimm, Church, Katigbak, and Reyes 1999). Similar to the influences of cultural orientations on various personality traits, individualism/collectivism might be associated with different levels of PCE. Individualism-oriented individuals might show a high level of PCE. That is, people who are individualistic are more likely to believe that they can make a difference in improving environmental quality and that their individual actions with respect to the environment are effective in ameliorating environmental problems because they are more independent, self-reliant, and efficient. On the other hand, collectivists who put greater emphasis on cooperation and interdependence are less likely to believe in the effectiveness of their individual actions because they rely on others’ actions or participations, not their own ability. For example, people who are more collectivistic might be affected by other members of their in-group in deciding if they participate in such proenviornmental behavior as recycling. Proenvironmental Behaviors Studies regarding environmental behaviors have traditionally centered on a single behavior such as recycling (Derksen and Gartrell 1993; McCarty and Shrum 2001) and energy conservation (Weiner and Doescher 1994). However, there are more types of proenvironmental behaviors (i.e., purchasing environmentally friendly products and taking political actions) and different types of proenvironmental behaviors are not closely

Authors: Kim, Yeonshin. and Choi, Sejung Marina.
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ICA-2-11744 Antecedents of Proenvironmental Behaviors 9
pleasure seeking, assertiveness, creativity, curiosity, competitiveness, self-assurance,
efficiency, initiative, and directness) but higher on collectivist traits (attentiveness,
respectfulness, humility, deference, obedience, dutifulness, reciprocity, self-sacrifice,
security, traditionalism, conformity, and cooperativeness) than those in individualistic
cultures (e.g., U.S.) (Grimm, Church, Katigbak, and Reyes 1999).
Similar to the influences of cultural orientations on various personality traits,
individualism/collectivism might be associated with different levels of PCE.
Individualism-oriented individuals might show a high level of PCE. That is, people who
are individualistic are more likely to believe that they can make a difference in improving
environmental quality and that their individual actions with respect to the environment
are effective in ameliorating environmental problems because they are more independent,
self-reliant, and efficient. On the other hand, collectivists who put greater emphasis on
cooperation and interdependence are less likely to believe in the effectiveness of their
individual actions because they rely on others’ actions or participations, not their own
ability. For example, people who are more collectivistic might be affected by other
members of their in-group in deciding if they participate in such proenviornmental
behavior as recycling.
Proenvironmental Behaviors
Studies regarding environmental behaviors have traditionally centered on a single
behavior such as recycling (Derksen and Gartrell 1993; McCarty and Shrum 2001) and
energy conservation (Weiner and Doescher 1994). However, there are more types of
proenvironmental behaviors (i.e., purchasing environmentally friendly products and
taking political actions) and different types of proenvironmental behaviors are not closely


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