Value structures behind proenvironmental behavior

The purpose of the study was to test a hierarchical model of the effects of general values, environmental values, problem awareness, and personal norms on general proenvironmental behavior. The model starts with the effects of the relatively stable structures of general values and moves toward effects of more specific environmental values, environmental problem awareness, and personal norms. A personal norm was expected to mediate the effects of values and problem awareness on proenvironmental behavior. Survey data from a Swedish sample of 1,400 individuals were used in a path analysis to test the model, which was supported, and the results showed that the personal norm could be seen as derived from self-transcendent and ecocentric values and activated by problem awareness. The personal norm mediated the effects from general values, environmental values, and problem awareness on proenvironmental behavior.