This investigation studied the general relationship of expressed attitude and overt behavior by applying an attitude and behavior change model, social learning theory, to issues and activities of environmental conservation. The research question tested was: will a "change-agent role-playing" social learning treatment have a significant positive effect on college geography students' attitude and/or behavior toward a sample of environmental conservation issues? With the experimental design and controls applied in this study, it was concluded that behavior over a ten-week period was changed positively. Social learning theory has postulated that once a new behavior has been established it was translatable to other issues. For affectively oriented instruction this postulation would be very useful if new positive behavior toward the environment would also enhance behavioral patterns toward other social issues learned and discussed in the public school classroom.
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