The Effects of Personality Variables and Values on Pro-environmental Product Purchase and Recyding Behaviors

Abstract

Abstract This paper intends to investigate the hierarchical effects of personality variables and values on pro-environmental product purchase and recycling behaviors mediated by 3 factor environmental attitudes. Previous literature review on pro-environmental behaviors has three categories of research trends. The first category generally done during 70’s and early 80's is mainly focused on identifying pro-environmental consumer groups. Second stream of studies has focused on the mediating and mOderating effects of variables, such as PCE, environmental knowledge, the perceived importance of behavioral consequences etc., on various pro-environmental behaviors. The last and latest trends of IiteratLire is focused on hierarchical and interactive effects of variables on behaviors. Following the trends of literature is review of such specific variables as social responsibility, community mindedness, locus of control, values, and environmental attitudes. The result shows that both locus of control and social res...