Antecedents and interrelationships of three types of pro-environmental behavior

Models used in previous environmental studies focused on only one type of pro-environmental behavior (e.g., purchase of green products) and failed to examine a relationship among the different types of pro-environmental behavior. This study employs the three types of pro-environmental behavior (green purchase behavior, good citizenship behavior, and environmental activist behavior) and examines their drivers and the interrelationship. The study proposes and tests a model in which value orientation, perceived consumer efficiency/effectiveness (PCE) and environmental concern have an influence on the three types of behavior. The model is tested on the data collected via survey in South Korea. The study finds that altruistic value has no direct influence on behavior, but has an indirect impact through PCE and environmental concern. The study finds that PCE and environmental concern are positively related to citizenship behavior and purchase behavior. Activist behavior is explained by a single predictor (PCE).