From environmental values to pro-environmental consumption behaviors: the moderating role of environmental information

While values have been studied as key antecedents of behaviors in general and pro-environmental behaviors in particular, empirical evidence has been mixed. The purpose of this study is to identify external moderators that may help facilitate the routes from values to pro-environmental behaviors. In particular, this investigates the role of different environmental information exposure in the environmental value-behavior relationship. Survey data was collected from 293 respondents from three urban groups of consumers in Hanoi, Vietnam. The research results reveal that environmental problem-related information exposure is ineffective in activating biospheric-altruistic value for pro-environmental consumption behaviors. Additionally, exposure to information about pro-environmental actions seems to demotivate pro-environmental consumption behaviors of biospheric-altruistic people and of those who value authority and influential power while fostering the behaviors among people who value economic benefit. Theoretically, this study highlights the importance of external factors in the human value-behavior relationship. Practically. the research results provide valuable insight into effective information campaign design to construct sustainable consumption culture.

Automated summary

This study examines the role of external factors in the relationship between environmental values and pro-environmental behaviors. The findings suggest that exposure to environmental problem-related information does not effectively activate pro-environmental consumption behaviors among people with biospheric-altruistic values. Additionally, exposure to information about pro-environmental actions seems to discourage such behaviors among biospheric-altruistic individuals and those who value authority and influential power, but it encourages them among those who value economic benefits.