This study investigates the influence of value orientations measured at the individual level (individualism, collectivism, and locus of control) and of economic status on environmental beliefs and behavior. Structural equation modeling reveals that the preferred model is one in which the value orientations and economic status influence beliefs about recycling, which in turn influence recycling behavior, but the influence of the value orientations and economic status differs as a function of the type of environmental belief. Individualism and economic status are related to beliefs about the inconvenience of recycling; collectivism and locus of control are related to beliefs about the importance of recycling. Moreover, specific beliefs about the importance of recycling have both a direct influence on recycling behavior and an effect that is mediated by beliefs about the inconvenience of recycling. The authors present the implications of the study for public policy and marketing communication efforts.
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