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Using data from nationwide representative samples from Sweden and from Sweden's largest environmental organization, proenvironmental behavior is interpreted in the light of Schwartz's norm activation theory. The New Environmental Paradigm (NEP) scale is used as an indicator of awareness of consequences, while inclination to guilt feelings, if harming the environment, is used as an indicator of a personal norm. Regression analysis of proenvironmental behavior and willingness to pay higher prices for environmentally friendly food showed that the indicator of a personal norm was far more strongly correlated to proenvironmental behavior and willingness to pay, respectively, than the NEP scale. Education and income showed hardly any influence on proenvironmental behavior and willingness to pay, whereas gender and age fell somewhere in between. An attempt is made to explain the generally weak correlations between NEP and environmentally relevant variables by pointing out the generally high level of agreement with the NEP items among Swedes.
Örjan Wiidegren (Thu,) studied this question.