Research on the relation between attitude and behavior is examined in light of the correspondence between attitudinal and behavioral entities. Such entities are defined by their target, action, context, and time elements. A review of available empirical research supports the contention that strong attitude-behavior relations dre obtained only under high correspondence between at least the target and action elements of the attitudinal and behavioral entities. This conclusion is compared with the rather pessimistic assessment of the utility of the attitude concept found in much contemporary social psychological literature.

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Attitude-behavior relations: A theoretical analysis and review of empirical research.

Publisher Summary Central to the theoretical model of personal normative influences on altruism presented in this chapter is the idea that altruistic behavior is causally influenced by feelings of moral obligation to act on one's personally held norms. Research supporting this central tenet of the model has demonstrated associations between personal norms and behavior rather than causal relations. These associations are partly causal because the associations appear primarily in the presence of personality conditions conducive to norm activation and are absent when personality conditions are conducive to deactivation, and attributes of personal norms (e.g., centrality, stability, and intensity) relate to altruism singly or in combination, in ways predicted when the causal impact of anticipated moral costs on behavior is assumed. Studies show that variations in situational conditions conducive to activation of moral obligation also influence the relationship between personal norms and behavior. There is ample evidence that variables that foster movement through the activation process—according to the theoretical model—are themselves related to altruistic behavior (e.g., seriousness of need and uniqueness of responsibility). The study of how personal norms are related to altruism is a part of a larger enterprise—the investigation of attitude–behavior relations in general.

Normative Influences on Altruism

Despite the wealth of information which exists concerning environmental behavior, it is not known which variable or variables appear to be most influential in motivating individuals to take responsible environmental action. A meta-analysis of environmental behavior research was undertaken in an attempt to determine this. An exhaustive search of the empirically based environmental behavior research conducted over the past decade yielded a substantial number of studies representative of a broad academic base. The characteristics and findings of these studies served as the data for the meta-analysis. As a result of the meta-analysis, the following variables were found to be associated with responsible environmental behavior: knowledge of issues, knowledge of action strategies, locus of control, attitudes, verbal commitment, and an individual's sense of responsibility. A model of predictors of environmental behavior is proposed.

Analysis and synthesis of research on responsible environmental behavior: A meta-analysis.

A social-psychological model is developed to examine the proposition that environmentalism represents a new way of thinking. It presumes that action in support of environmental quality may derive from any of three value orientations: egoistic, social-altruistic, or biospheric, and that gender may be implicated in the relation between these orientations and behavior. Behavioral intentions are modeled as the sum across values of the strength of a value times the strength of beliefs about the consequences of environmental conditions for valued objects. Evidence from a survey of 349 college students shows that beliefs about consequences for each type of valued object independently predict willingness to take political action, but only beliefs about consequences for self reliably predict willingness to pay through taxes. This result is consistent with other recent findings from contingent valuation surveys. Women have stronger beliefs than men about consequences for self, others, and the biosphere, but there i...

Value Orientations, Gender, and Environmental Concern:

This article describes and presents initial empirical tests of a theory that links values, beliefs, attitudes, and behavior within a preference construction framework that emphasizes the activation of personal environmental norms. Environmental concern is related to egoistic, social-altruistic, and biospheric value orientations and also to beliefs about the consequences of environmental changes for valued objects. Two studies generally support the hypothesized relationships and demonstrate links to the broader theory of values. However, the biospheric value orientation postulated in the theoretical literature on environmentalism does not differentiate from social-altruism in a general population sample. Results are discussed in terms of value change, the role of social structural factors (including gender) in environmentalism, theories of risk perception, and the mobilization strategies of social movements, including environmental justice movements.

The Value Basis of Environmental Concern

Attitudinal specificity and the prediction of behavior in a field setting.

This research shows that cognitive consistency applies to environmental attitudes and behavior. Most individuals who were observed to engage in a proenvironmental behavior (purchasing lead-free gasoline) had two consistent cognitions—a belief that their behavior was economically expedient and a feeling of personal obligation. Those who held both beliefs and behaved consistently reported greater social support and more supporting beliefs than those who manifested cognitive inconsistency. They also showed a greater behavioral commitment to purchasing lead-free. These data suggest that cognitions are organized as opinion molecules and that behavior is consistent with attitudes. This attitude-behavior consistency is more likely to be observed when behavioral choice is unconstrained, as it was when the data were collected in 1973, before government regulations limited consumer choices.

J. Stanley Black

Papers

Attitudinal specificity and the prediction of behavior in a field setting.

Cognitive Consistency and Environmental Action

Responses to changing energy conditions among Massachusetts households