The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior

This study investigates the influence of value orientations measured at the individual level (individualism, collectivism, and locus of control) and o f economic status on environmental beliefs and behavior. Structural equatio n modeling reveals that the preferred model is one in which the value orien tations and economic status influence beliefs about recycling, which in tur n influence recycling behavior, bur the influence of the value orientations and economic status differs as a function of the type of environmental bel ief: Individualism and economic status are related to beliefs about the inc onvenience of recycling; collectivism and locus of control are related to b eliefs about the importance of recycling. Moreover. specific beliefs about the importance of recycling have both a direct influence on recycling behav ior and an effect that is mediated by beliefs about the inconvenience of re cycling. The authors present the implications of the study for public polic y and marketing communication efforts.