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Environment and Behavior, Vol. 38, No. 4, 550-569 (2006)
DOI: 10.1177/0013916505283832
© 2006 SAGE Publications

To What Degree are Environmentally Beneficial Choices Reflective of a General Conservation Stance?

John Thøgersen

Aarhus School of Business, Aarhus, Denmark; Marketing & Sustainability Research Group at the Aarhus School of Business

Folke Ölander

Aarhus School of Business, Aarhus, Denmark

Whether or not different environmentally beneficial choices have common motivational causes are discussed in the framework of partial correlation analysis with structural equation modeling. Correlations between recycling, buying organic food products, and using public transport or bicycle are analyzed based on telephone interviews with a random sample of about 1,100 Danish residents and two replication samples of about 300 from the same population. The study finds that theoretically meaningful correlations are suppressed by background characteristics. Common motivational causes, that is, environmental values and environmental concern, can account for the significant partial correlations between behaviors after controlling for background characteristics.

Key Words: environmentally responsible behavior • environmental values • environmental concern • generalization of behavior


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