The Role of Environmental Leadership and Personality on VBN Model

Abstract

The Value-Belief- Norm (VBN) model found and developed, since 1994, by Stern & Dietz. The objective of this research was to find out whether Instructional Environmental Leadership (IEL) and Environmental Personality (big/five EP) could positively contribute and have the role in affecting Value-Belief-Norm (VBN) model. A causal survey used by selecting randomly 209 senior high schools. There were six valid and reliable instruments developed for measuring IEL, Values Orientation (VO), NEP, EM, and PEB. Data analyzed by path analysis through multiple regression. Research results revealed that IEL only directly affected students’ PEB, but IEL did not have any role in the VBN model. The model itself was not complete since personal norm/moral (EM) did not affect significantly on students’ PEB, compared to VO which directly affect NEP then NEP affects EM, so EM was not good mediated variable. It could be concluded that personality (EP) was the best factor in influencing VBN model indicated by its direct and significant effect on VO, NEP, and PEB, except on EM. If the new model could be built, therefore variables such as environmental personality, values orientation, especially altruistic orientation, the New Environmental Paradigm should be taken into consideration by building new model called PVBN (Personality-VBN). However, the role of leadership could not be neglected since the VBN model was aimed at improving pro-environmental behaviour (PEB) as one of the efforts in saving our planet.