Abstract
ABSTRACT This paper presents the examination of the mediating role of attitudes in the assumed relationship between values and conservation behaviour. SEM analysis revealed casual relationships between transcendent values (universalism and benevolence) and environmental unconcern as well as between environmental unconcern and conservation behaviour. The interference of attitudes in the relationship between values and behaviour tripled the percentage of variance explained. It was concluded that consumers, who value equality among people, tolerance, harmony, justice among all humans (high universalism values) and try to help people (high benevolence values) are more likely to minimise unconcern regarding environmental issues. It is exactly this attitudinal position that guides them to conserve water and energy in their households more frequently than their counterparts do.
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