This article builds on Ajzen's theory of planned behavior and on Stern et al.'s value-belief-norm theory to propose and test a model that predicts proenvironmental behavior. In addition to relationships between beliefs, attitudes, and behaviors, we incorporate Inglehart's postmaterialist and Schwartz's harmony value dimensions as contextual antecedents at the national level. Structural equation modeling analyses of a 27-country sample provide almost full support for the mediation model. Postmaterialistic values, but not harmony, affect environmental concern; in turn, environmental concern, perceived threat, and perceived behavioral control affect willingness to sacrifice, which then affects a variety of proenvironmental behaviors. The findings emphasize the contribution of cultural conditions to the shaping of individuals'actions vis-à-vis environmental issues, alongside individual-level social-psychological variables.

We augment measures of cultural omnivorousness, based theoretically on the breadth of cultural tastes, with a new but related dimension of voraciousness. This reflects a 'quantitative' dimension of leisure consumption based upon both the range and the frequency of leisure participation. Voraciousness can be theoretically interpreted in relation to notions of cultural repertoires, to the changing pace of work and leisure in late modernity, and to the 'insatiable' quality of contemporary consumption. From British time-use data, voraciousness proved to share many relationships found in the analysis of omnivorousness, for example, with educational qualifications and job's social status. Moreover, these relationships persisted over time irrespective of individuals' time and money resources. Since voraciousness is associated with high status individuals, and since it is not primarily about the availability of time or money, we argue that it is a symbolic status marker associated with notions such as being harried, keeping busy, multitasking, and embracing a diverse cultural consumption pattern.

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