abstract: This study investigates how well prominent behavioral theories from social psychology explain green purchasing behavior (GPB). I assess three prominent theories in terms of their suitability for GPB research, their attractiveness to GPB empiricists, and the strength of their empirical evidence when applied to GPB. First, a qualitative assessment of the Theory of Planned Behavior (TPB), Norm Activation Theory (NAT), and Value-Belief-Norm Theory (VBN) is conducted to evaluate a) how well the phenomenon and concepts in each theory match the characteristics of pro-environmental behavior and b) how well the assumptions made in each theory match common assumptions made in purchasing theory. Second, a quantitative assessment of these three theories is conducted in which r2 values and methodological parameters (e.g., sample size) are collected from a sample of 21 empirical studies on GPB to evaluate the accuracy and generalize-ability of empirical evidence. In the qualitative assessment, the results show each theory has its advantages and disadvantages. The results also provide a theoretically-grounded roadmap for modifying each theory to be more suitable for GPB research. In the quantitative assessment, the TPB outperforms the other two theories in every aspect taken into consideration. It proves to 1) create the most accurate models 2) be supported by the most generalize-able empirical evidence and 3) be the most attractive theory to empiricists. Although the TPB establishes itself as the best foundational theory for an empiricist to start from, it's clear that a more comprehensive model is needed to achieve consistent results and improve our understanding of GPB. NAT and the Theory of Interpersonal Behavior (TIB) offer pathways to extend the TPB. The TIB seems particularly apt for this endeavor, while VBN does not appear to have much to offer. Overall, the TPB has already proven to hold a relatively high predictive value. But with the state of ecosystem services continuing to decline on a global scale, it's important for models of GPB to become more accurate and reliable. Better models have the capacity to help marketing professionals, product developers, and policy makers develop strategies for encouraging consumers to buy green products. / Dissertation/Thesis / M.S. Sustainability 2012

Unravelling the psychological processes determining landowners\' support towards forest conservation is key, particularly, in developing countries, where most forest remnants are within private lands. As human-nature connections are known to shape pro-environmental behaviors, the intention of preserving forest remnants should be ultimately determined by the ecological context people live in. Here, we investigate the pathways through which the ecological context (forest cover), via experiences with nature (contact, uses and losses associated with forests), influences the psychological determinants of conservation behavior (beliefs, attitude and intention towards preserving forest remnants). We conceptualized a model based on the Reasoned Action Approach, using the ecological context and experiences with nature as background factors, and tested the model using Piecewise SEM. Data was collected through an interview-based protocol applied to 106 landowners across 13 landscapes varying in forest cover in a region in the Brazilian Atlantic Forest. Our results indicate that: (i) ecosystem services are more important than disservices for shaping intention of preserving forests, particularly those related to non-provisioning benefits; (ii) contact with forest has an indirect effect on intention, by positively influencing forest uses; (iii) people living in more forested ecological contexts have more experiences with nature, and ultimately stronger intention of preserving forests. Hence, our study suggests a dangerous positive feedback loop between deforestation and the extinction of human-nature connections. Local demands across the full range of ecosystem services, the balance between services and disservices, and the ecological context people live should be considered when developing conservation initiatives in rural areas / Desvendar os processos psicológicos que determinam o apoio dos proprietários de terras à conservação das florestas é fundamental, particularmente, nos países em desenvolvimento, onde a maioria dos remanescentes florestais se encontra em áreas privadas. Como as conexões humano-natureza são conhecidas por moldar comportamentos pró-ambientais, a intenção de preservar remanescentes florestais deve ser, em última instância, determinada pelo contexto ecológico no qual as pessoas vivem. Neste trabalho, investigamos os caminhos pelos quais o contexto ecológico (cobertura florestal), através das experiências com a natureza (contato, usos e perdas associados às florestas), influencia os determinantes psicológicos do comportamento de conservação (crenças, atitude e intenção de preservar remanescentes florestais). Formulamos um modelo baseado na Abordagem da Ação Racional, usando o contexto ecológico e as experiências com a natureza como fatores de base, e o testamos através da Piecewise SEM. Os dados foram coletados através de protocolo aplicado, por meio de entrevista, a 106 proprietários de terra em 13 paisagens que variam em cobertura florestal em uma região da Mata Atlântica. Nossos resultados indicam que: (i) serviços ecossistêmicos são mais importantes que desserviços para moldar a intenção de preservar florestas, particularmente outros serviços que não os de provisão; (ii) o contato com a floresta tem um efeito indireto sobre a intenção, influenciando positivamente os usos da floresta; (iii) as pessoas que vivem em contextos ecológicos mais florestados têm mais experiências com a natureza e, assim, uma intenção mais forte de preservar as florestas. Nosso estudo, portanto, sugere um perigoso ciclo de retroalimentação positiva entre o desmatamento e a extinção das conexões humano-natureza. As demandas locais considerando toda a gama de serviços ecossistêmicos, o balanço entre serviços e desserviços e o contexto ecológico no qual as pessoas vivem devem ser considerados ao se desenvolverem iniciativas de conservação em áreas rurais

Submitted by Fabielle Cheuczuk (fabielle.cheuczuk@unioeste.br) on 2018-07-25T14:14:25Z No. of bitstreams: 2 Dissertação.pdf: 1428787 bytes, checksum: 75871f2b722a50f95bb8d991921b379e (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2018-07-25T14:14:25Z (GMT). No. of bitstreams: 2 Dissertação.pdf: 1428787 bytes, checksum: 75871f2b722a50f95bb8d991921b379e (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2018-03-02 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Entrepreneurs stand out as agents for strengthening local economies, as a result of their power to promote economic growth linked to their businesses. Investigating the formation of Entrepreneurial Intent (EI) is determinant for the understanding of the whole process of entrepreneurship. Based on Schwartz’s Theory of Human Values (THV) (2001) and Ajzen’s Theory of Planned Behavior (TPB), the present study aimed to identify the influence of human values and the planned behavior in EI of university students of 11 educational institutions, established in the southwestern region of Paraná, in the south of Brazil. The research universe covered the 3rd and 4th year students of the classroom-based administration courses. The instrument of data collection was a questionnaire, composed by the following items: (1) sociodemographic questionnaire, (2) Schwartz’s Portrait Values Questionnaire (PVQ) (2001), (3) Liñán and Chen’s Entrepreneurial Intention Questionnaire (2009) and (4) three items of Thompson’s Entrepreneurial Intention Scale (2009). Through the Multiple Linear Regression analysis, the results showed that the Personal Attitudes construct was shown to be the most influential in EI, in relation to the other constructs. The construct Perception of Behavior Control, in order of greater influence, ranked second. For the human values constructs, only the values of self-promotion were significant, having a positive influence on the EI of the students surveyed. The TCP-based model allowed to explain 51.1% of the variance of the EI, which is an average value compared to the values found in previous investigations, ranging from 20% to 65%. The human values model added to TCP allowed to explain 51.8% of the variance in EI. The present research evidenced the regionality factor, making possible future comparative studies between Brazilian states and regions. / Os empreendedores se destacam como agentes de fortalecimento das economias locais, em decorrência de seu poder de promover o crescimento econômico ligado aos seus negócios. Investigar a formação da Intenção Empreendedora (IE) é determinante para o entendimento de todo o processo de empreendedorismo. Tendo como base a Teoria dos Valores Humanos (TVH) de Schwartz (2001) e a Teoria do Comportamento Planejado (TCP) de Ajzen (1991), o presente trabalho teve como objetivo identificar a influência dos valores humanos e do comportamento planejado na IE de estudantes universitários de onze instituições de ensino, estabelecidas na região sudoeste do Paraná. O universo de pesquisa abrangeu os discentes do 3° e 4° anos dos cursos de administração, na modalidade presencial. O instrumento para coleta dos dados foi um questionário, composto pelos itens: (1) Sociodemográfico; (2) Questionário de Perfis de Valores (QPV) de Schwartz (2001), (3) Questionário de Intenção Empreendedora (QIE) de Liñán e Chen (2009) e (4) três itens da Escala de Intenção Empreendedora de Thompson (2009). Por meio da análise de Regressão Linear Múltipla, os resultados evidenciaram que o constructo Atitudes Pessoais, da TCP, se mostrou como o mais influente, na IE, em relação aos demais constructos. O constructo Percepção de Controle do Comportamento posicionou-se em segundo lugar, diante dos demais. Para os constructos da Teoria dos Valores Humanos os valores de autopromoção se mostraram significativos, desempenhando influência positiva na IE dos alunos pesquisados. O modelo baseado na TCP permitiu explicar 51,1%, da variância da IE, o que constitui um valor médio se comparado com os valores encontrados em investigações prévias, que variam entre 20% e 65%. O modelo dos valores humanos adicionados permitiu explicar 51,8% da variância na IE. A presente pesquisa evidenciou ainda o fator regionalidade, possibilitando futuros estudos comparativos entre estados e regiões brasileiras.

A Segurança no Trabalho no Brasil é um tema que merece ser explorado. Todos os anos milhares de trabalhadores sofrem lesões durante a realização de suas atividades laborais. Diversos estudos demonstram a influência do ambiente sobre o comportamento das pessoas, sendo o Clima de Segurança um construto bastante explorado. Este trabalho tem como objetivo geral identificar fatores que explicam o comportamento dos trabalhadores em relação à segurança bem como analisar a relação existente entre esses fatores. Tendo em vista a importância do ambiente organizacional nas questões relacionadas à segurança do trabalho, foi escolhida uma empresa industrial brasileira de grande porte para a realização desta pesquisa. Foi realizada uma análise do contexto organizacional, bem como uma avaliação do comportamento dos trabalhadores em relação à segurança com base na Teoria da Ação Planejada. Com base no modelo proposto, também foi avaliada a relação entre a Supervisão direta dos operadores como fator que explica o comportamento desses em relação à segurança. Os resultados da pesquisa demonstraram que o comportamento dos trabalhadores pode ser explicado com base na Teoria da Ação Planejada e que a Supervisão tem relação com o comportamento, mediada pelos construtos do modelo proposto. / Occupational Safety and Health issue in Brazil in a subject that matters. Every year thousands of workers get injuries along its working activities. Several researches demonstrate the environment influence over people behavior, being Safety Climate a well explored construct. This research brings as general objective identify the factors that explain the worker\'s behavior toward safety and also analyze the relationship among these factors. Considering the organizational environment relevance regarding safety issues, a large industrial Brazilian company was selected to contribute to this study. Its organizational context was evaluated, as well as the worker\'s behavior toward safety based on the Theory of Planned Behavior. Based on the proposed model, it was also evaluated the relationship between worker\'s direct Supervision as a factor that explain their behaviors toward safety. The results demonstrated that the worker\'s behavior can be explained based on Theory of Planned Behavior and that Supervision set influence on worker\'s behavior, mediated by TPB constructs.

在全球化之今日，英語之重要性已不可同日而語，而伴隨著教育改革及教育選擇權之開放，私立雙語小學也漸漸成為家長之選擇之一，越來越多的家長放棄學區學校，開始作出私立雙語小學之選擇。為探究家長為其子女選擇私立雙語小學就讀之因，本研究先以Ajzen之計畫行為理論(Theory of Planned Behavior)為基底，根據本研究之目的，做出些微修改後擬定訪談搞，以半結構訪談方式面對面與選擇私立雙語小學家長進行晤談，之後，再以樣板式分析方法進行分析。分析之結果除了計畫行為理論之中之態度、主觀規範與行為控制知覺之外，研究者認為根據本研究之目的，應再增列學習關鍵期，故研究之結果以四大方向呈現。（一）態度：在態度方面以家長之擔憂與私立小學之對策、台灣大環境之社會問題以及家長個人之內在因素為三大影響家長選擇私立雙語小學之因，（二）主觀規範：影響家長之重要他人主要分為兩類探討之，分別為專業人士以及身邊有相關經驗之重要他人，（三）行為控制知覺：家長所持之外部資源（主要為經濟能力）與其本身之自我效能，以及（四）童年決定論：家長所關心關鍵學習期之學習議題。最後針對本研究之結果作出討論與建議，希望能透過本研究，提供台灣教育另一參考面向。 / Language ability plays an important role in the era of globalization and, instead of the schools in the school district, parents start considering bilingual schools as their educational choice for their children. The aim of this study, therefore, was to identify parental rationales for choosing bilingual schools. A qualitative case study approach was used to gain an understanding of parents’ decision-making process. The research participants were eight Taiwanese parents who made the choices of sending their children into private bilingual primary schools. The parents were interviewed by a semi-structured interview method. The interview transcripts were analyzed using template analysis based on Ajzen’s Theory of Planned Behavior. The results of data analysis revealed that parents’ rationales for choosing bilingual schools were categorized in four main dimensions and smaller parts for each: (a) Attitude: the policies of private bilingual primary schools toward the concern of parents, the problems of Taiwan social environment and parents’ intrinsic negative tendency are the three main factors which impact parents’ attitude toward private bilingual primary schools (b) Subjective norms: advice from the experts and significant others (c) Perceived behavioral control: accessible control beliefs (family finance condition) and parents’ self-efficacy (d) Critical learning period: learning issues that concern parents in critical learning period.

En France, la question du tabagisme des jeunes demeure un défi majeur pour la santé publique. Si l'influence des pairs peut encourager l'usage du tabac, on constate que l'éducation par les pairs a aussi un potentiel bénéfique pour changer le comportement tabagique des adolescents. En outre, il a été démontré que la Théorie du comportement planifié (TCP) donnait la meilleure prédiction des intentions et du comportement dans plusieurs domaines de la santé. Cependant, la TCP est peu utilisée pour développer des interventions contre le tabac. Dans le programme de P2P, des lycéens professionnels volontaires ont conçu et réalisé leur propre intervention basée sur la TCP (avec l'aide d'éducateurs formés), visant à réduire le tabagisme de leurs camarades. Notre objectif était de mesurer l'impact de la première année de P2P sur une population particulièrement exposée de lycéens professionnels. L'hypothèse principale est que P2P évite l’augmentation de la prévalence du tabagisme quotidien au cours de l'année dans le groupe d'intervention comparativement au groupe de contrôle. / In France, the issue of youth smoking remains a major challenge for public health. If peer pressure may encourage smoking, the peer education also has a positive potential to change smoking behavior of adolescents. In addition, it was demonstrated that the theory of planned behavior (TPB) gave the best prediction of intentions and behaviors in many domains of health. However, the TPB is usually not used to develop interventions against tobacco. In the P2P program, voluntary professional school students have designed and built their own TPB-based intervention (with the help of trained educators), aimed at reducing smoking peers. Our goal was to measure the impact of one year of P2P on a population particularly vulnerable professional students. The main hypothesis is that P2P avoids the increasing of daily smoking during the year in the intervention group compared to the control group

La politique agro-environnementale de l’Union Européenne s’appuie fortement sur des incitations financières, les Contrats Agro-Environnementaux (CAE), pour stimuler l’adoption par les agriculteurs de pratiques respectueuses de l’environnement. Selon l’hypothèse de rationalité économique, les agriculteurs adoptent ces contrats si les paiements couvrent leurs coûts d’opportunité. Toutefois, l’Économie comportementale considère que des facteurs psychologiques pourraient intervenir dans cette décision. Le premier objectif de cette thèse est de déterminer le rôle des facteurs comportementaux dans l’adoption des CAE. Dans le chapitre 1, nous utilisons un modèle de psychologie sociale, la Théorie du Comportement Planifié, pour mesurer le poids de ces facteurs dans la décision d’adopter un CAE pour la réduction de l’utilisation de pesticides. L’enquête révèle que les agriculteurs sont à la fois influencés par des motivations économiques classiques et par les normes (sociales et personnelles). Dans le chapitre 2, nous étudions plus en détails le rôle des normes. A travers un modèle théorique, nous mettons en évidence que ces normes peuvent faciliter ou faire obstacle à l’adoption de CAE. Une enquête web nous permet de confirmer l’importance des normes sociales injonctives et des normes personnelles. Dans la deuxième partie de la thèse, nous analysons les performances de dispositifs innovants et comment ces performances sont influencées par les facteurs comportementaux. Dans le chapitre 3, pour traiter le problème des seuils environnementaux, nous testons avec une expérimentation économique un contrat dont le paiement est conditionné à une participation collective des agriculteurs. Ce contrat se révèle plus efficace et efficient que les CAE classiques. Les deux derniers chapitres traitent d’une nouvelle application des CAE à la compensation écologique. A partir d’une enquête, nous identifions dans le chapitre 4 les facteurs qui influencent la participation à ce type de contrats ainsi que des problèmes d’efficacité et d’efficience. Dans le chapitre 5, nous montrons à partir d’une expérience de choix, que les agriculteurs, notamment les plus sensibles à l’environnement, sont sensibles à la manière dont est formulée l’objectif d’un CAE : ils préfèrent des contrats dont l’objectif est la préservation de la biodiversité, plutôt que la compensation de pertes de biodiversité. Nous concluons en insistant sur la complémentarité entre les instruments traditionnels et comportementaux dans la politique environnementale. / The agri-environmental policy of the European Union strongly relies on financial incentives provided through Agri-envrionmental Schemes (AES) to stimulate farmers’ adoption of pro-environmental practices. A rational economic assumption is that farmers enroll if they are paid enough to cover their opportunity costs. However, behavioral economics consider that psychologic factors may be involved in this decision. The first aim of this thesis is to determine the role of behavioral factors in AES adoption. Chapter 1 uses a social-psychology model, the Theory of Planned Behavior, to measure the weight of behavioral factors in farmers’ decision to enroll in a pesticide-reduction AES. The survey reveals that farmers are both driven by traditional economic motivations and norms (social and personal). Chapter 2 studies in more details the role of norms. A theoretical model reveals that social norms may either hamper or facilitate the participation in AES and a web-survey, confirms the importance of social injunctive norms and personal norms. In the second part of the thesis, we analyze the performance of innovative designs and how it may be affected by behavioral factors. In chapter 3, to address cases of environmental threshold, we test with an economic experiment a contract in which payment is conditioned to collective farmers’ participation. This contract appears to be more effective and efficient than traditional AES. The two last chapters analyze a new application of AES: biodiversity offsets. Based on a survey, chapter 4 highlights factors that influence the participation in such contracts as well as issues of effectiveness and efficiency. In chapter 5, we show with a choice experiment that farmers, especially the most environmentally sensitive, are influenced by the contracts’ goal framing: they prefer contracts that aim at biodiversity conservation rather than at the compensation of biodiversity losses. We conclude by insisting on the complementarity between traditional and behavioral environmental policy instruments.

By measuring intentions to purchase, this research gives insight into environmental attitudes, pressures to purchase environmentally friendly apparel, factors that inhibit environmentally friendly apparel purchasing, awareness of environmentally friendly apparel purchase options, and marketing insight into the eco-friendly consumer. The theory of planned behavior (TPB) was used to assess consumer purchasing intentions for environmentally friendly apparel. The TPB consists of a three-pronged measurement: individual attitudes, subjective norms, and perceived behavioral control. Individual attitudes were gauged on three dimensions which included environmental attitudes, demographic patterns, and environmentally friendly apparel purchase intentions. Subjective norms involve social pressure to engage in eco-friendly behavior, perceived individual environmental impact, and desire for uniqueness in dress. Finally, perceived behavioral control was studied through previous environmentally friendly apparel purchases, accessibility of environmentally friendly apparel purchase options, and cost of environmentally friendly apparel. The results revealed that individual environmental attitudes, social pressure to behave environmentally friendly, perceived individual environmental impact, desire for uniqueness in dress, past environmentally friendly apparel purchases, accessibility of environmentally friendly apparel purchase options, and cost of environmentally friendly apparel all have an impact on intentions to purchase environmentally friendly apparel. The variable with the strongest relationship to intentions was social pressure. A demographic profile of intent to purchase environmentally friendly apparel, however, was not possible with this sample. This indicates there is not specifically one type of person who purchases environmentally friendly apparel.

Notre problématique aborde de manière générale la question des déterminants de la valeur perçue par les consommateurs de l’attribut biologique dans le cas d’un produit comme le vin. Plus spécifiquement, nous nous interrogeons sur : (1) quelles sont les déterminants psychosociaux (e.g., attitudes, valeurs, croyances, etc.) du consentement à payer pour l’attribut biologique ? ; (2) combien les individus sont prêts à payer pour l’attribut biologique ? Le cadre théorique de la recherche s'appuie sur trois grandes théories : (1) la théorie du comportement planifié ; (2) la théorie de phases de l'action ; et (3) la théorie des valeurs personnelles. Notre approche épistémologique est hypothético-déductive. Ainsi, afin de tester les hypothèses obtenues à partir de notre cadre théorique, nous avons développé trois études de terrain complémentaires. Notre méthodologie combine des analyses statistiques multivariées (AFE et AFC), ainsi que l'analyse économétrique (Modèles de choix discret et panel de données) / The general goal of this thesis is the question of the consumer perceived value in the case of organic wine. More precisely, this dissertation try to answer three research questions: 1st what are the social and psychological determinants of willingness to pay for the organic attribute of a product; and 2nd how much the consumers are willing to pay for. Our main theoretical framework includes: 1st the planned behavior theory, 2nd the action phases theory, and 3th the personal value theory. Methodologically we have a classic hypothetico-deductive model approach. Our hypothesis were tested using multivariate statistics models and econometric models.

The users´ behaviors play an important role in securing information systems. At the same time, the users´ bad behaviors end-up in making them victims to e-crime attacks. To emphasize the positive side of users´ behaviors, the reasons for the bad behaviors must be investigated. In this research, e-crimes on users in Sweden were studied using the protection motivation theory and the theory of planned behavior in order to understand what variables govern the user behaviors. The information retrieved from the literature review and the web survey were used to answer the research question about which variables within the two used theories affect the user behaviors in connection to e-crimes. It turned out that perceived vulnerability, perceived severity, and user-efficacy have significant effect on the selected user behavior. Besides, the analysis of the results showed that IT/IS-knowledge is a determinant factor that affects all the variables of the protection motivation theory.