In this paper, we contrast the value-belief-norm (VBN) model and the theory of planned behavior (TPB) for the first time regarding their ability to explain conservation behavior. The participants represent a convenience sample of 468 university students. Using survey data and adopting previously established compound measures, structural equation analyses revealed a remarkable explanatory power for both theories: TPB's intention accounted for 95% of people's conservation behavior and VBN's personal norms accounted for 64%. Compared to the VBN model, the TPB covered its concepts more hlly in terms of proportions of explained variance. More importantly, the fit statistics revealed that only the TPB depicts the relations among its concepts appropriately, whereas the VBN model does not.Pollution, energy use, and resource consumption fuel environmental, social, and economic transformations of uncertain gravity and may have disastrous consequences. To promote extensive behavioral change, psychologists and sociologists alike are exploring the factors associated with conservation behavior,
Within a traditional planned-behavior framework, the conditions remain ambiguous under which moral norms add to the overall intention to act. In this paper, we aim to provide insights into the circumstances that foster the impact of moral norms. Based on a minimal effort strategy, we predict that moral information is considered more strongly and, thus, is relatively more significant for people's motivation if a person's attitude is at odds with his or her subjective norms. To test our beliefs-conflict hypothesis, we conducted two surveys, one concerning organ donation (N = 639) and another concerning conservation behavior (N = 328). Structural equation analyses confirm that moral considerations have a stronger effect on a person's behavioral intention in cases of attitude-subjective norms conflicts compared to cases of harmonic attitudes and subjective norms.
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