| Summary: | Theoretical determinants of decisions regarding one’s behaviour are integrated into
a comprehensive and inclusive framework. This framework is then employed to determine
the factors responsible for guiding decisions regarding the protection of the natural
environment. Included in the framework are constructs from four conceptual domains: (a)
attitudinal phenomena, (b) efficacy beliefs, (
c) functional motivators of behaviour (i.e.,
outcome beliefs) and (d) personal values. In addition, the role of psychological motivators
in the decision process is reviewed. Several advances in theory are suggested. First,
attitudes towards objects (e.g., the natural environment) are differentiated from attitudes
towards specific behaviours (e.g., recycling), and both concepts are incorporated into the
framework. Second, it is recommended that different functional motives be defined and
independently assessed. In the present research, three domains of outcomes (i.e.,
economic, social, and environmental) are specified and their motivational influence
explored. Third, it is suggested that personal value orientations be included in a
comprehensive study of behavioural decisions. A
taxonomy of values specifying three
domains (i.e., economic, social, and universal) is proposed and the influence of personal
value orientations toward each domain on behavioural decisions is examined. Findings
from three experiments suggest that constructs from all four conceptual domains are
involved in guiding decisions to perform environmentally protective behaviours.
Specifically, beliefs regarding behavioural outcomes and efficacy were the most directly
associated with these behavioural decisions. More positive outcome expectations and
stronger beliefs of self-efficacy and behavioural accessibility were associated with decisions
to perform environmentally protective behaviours. Personal values also accounted for a
significant amount of variance in behavioural decisions. In general, economically-oriented
subjects were least likely to choose an environmentally protective course of action, whereas
universally-oriented subjects were most likely to pursue environmental protection and
preservation. As expected, a
personal value x
outcome belief interaction was found that showed that the decisions of economically-oriented subjects were consistently influenced by
economic considerations, whereas the decisions of subjects in the other two value groups
were not. Finally, attitudinal phenomena appear to be least important in guiding
behavioural decisions. Theoretical considerations and implications regarding the
promotion of environmentally protective behaviour are discussed.
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