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An understanding of the various motivational determinants of environmental consumer behavior is developed based on Batson's (1987) model of prosocial behavior. A correlational study finds support for two independent determinants of environmental behavior, the first being motivation based on internal responses of distress, the second being motivation based on empathy. The advantage of motivating environmental behavior through distress and empathy, over the more standard approaches based on attitudes and rewards or punishments, are discussed. In addition, the research supports the role of perceived consumer effectiveness and faith in others as determinants of some environmentally conscious consumer behaviors. © 1999 John Wiley & Sons, Inc.
Lee et al. (Sun,) studied this question.
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