Exploring the Role of Personal Norms and Environmental Concerns in Pro-Environmental Behavior: A Value-Belief-Norm Theory Perspective

Tusyanah Tusyanah (), Amin Pujiati, Wijang Sakitri, Setia Budi Wibowo and Ismiyati Ismiyati
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Tusyanah Tusyanah: Universitas Negeri Semarang, Doctorate Program of Economics Education
Amin Pujiati: Universitas Negeri Semarang, Department of Economics Development
Wijang Sakitri: Universitas Negeri Semarang, Doctorate Program of Economics Education
Setia Budi Wibowo: Universitas Negeri Semarang, Doctorate Program of Economics Education
Ismiyati Ismiyati: Universitas Negeri Semarang, Department of Economics Education

A chapter in Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24), 2024, pp 709-724 from Springer

Abstract: Abstract This study investigates the relationships between personal values, beliefs, social norms, and pro-environmental behavior (PB) using the Value-Belief-Norm (VBN) theory framework. Through quantitative methods, including structural equation modeling with Partial Least Squares (SEM-PLS), data from 162 university students were analyzed. Results indicate that altruistic values (AV) indirectly influence PB through personal norms (PN), while biospheric values (BV) positively predict PB directly. Environmental concerns (EC) shape personal norms, emphasizing the role of awareness in driving sustainable behavior. Conversely, egoistic values (EV) do not directly impact PB, suggesting individualistic orientations may not drive environmentally friendly behavior. Notably, personal norms emerge as the strongest predictor of PB, highlighting the importance of internalized moral obligations in fostering sustainability. This research contributes to understanding the complex dynamics underlying pro-environmental behavior, informing interventions and policies to promote environmental consciousness and action.

Keywords: Pro-Environmental Behavior; The Value-Belief-Norm (VBN) Theory; Personal Norms; Environmental Concerns (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-522-5_54

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