The incorporation of sustainability education and sustainable practices in higher education serves several purposes. It prepares students for work in sustainability-focused professions, fosters environmentally responsible behavior in individuals, and helps to reduce the ecological impacts of the operational aspects of educational institutions. However, contemporary definitions of sustainability, which consider social, political, ecological, and economic influences on the environment, complicate educational initiatives. Distinct educational departments often consider sustainability through their specialized lens. Trans-disciplinary initiative must be enacted in order for sustainability education to reach its full potential. This paper outlines the results of an electronically administered faculty sustainability curriculum inventory as well as an electronically administered university-wide sustainability literacy survey that were conducted at Southern Illinois University. The relationship between individual values and perceived importance and knowledge of sustainability components are examined within the context of the Value-Belief-Norm theory. While response rates for both surveys were relatively low, the faculty curriculum inventory survey was useful in identifying faculty members with an interest in sustainability education. These individuals could potentially work to spearhead curricular initiatives across the university. The survey also provided information that was used to create a sustainability course database and profiles of faculty members with an interest in sustainability education. Results for the literacy survey indicate that respondents' perceived importance of sustainability components exceeded their knowledge of those components in every case. Respondents rated components grouped under both energy systems and individual integrity as very important or extremely important to a sustainable university community. However, all components were rated at or above relatively important. Ecocentric, altruistic, and traditional individual values served as reliable predictors of respondents' perceived importance of sustainability components. These results should encourage further research of the motivations for sustainability incorporation on a campus community when considered within the framework of behavioral models such as the Value-Belief -Norm Theory or the Theory of Planned Behavior.

京都大学 / 0048 / 新制・課程博士 / 博士(エネルギー科学) / 甲第21188号 / エネ博第362号 / 新制||エネ||71(附属図書館) / 京都大学大学院エネルギー科学研究科エネルギー社会・環境科学専攻 / (主査)教授 石原 慶一, 教授 東野 達, 教授 吉田 純 / 学位規則第4条第1項該当 / Doctor of Energy Science / Kyoto University / DFAM

The purpose of this thesis is to deepen our understanding of sustainable  consumption behavior and provide valuable insights that can inform efforts to  promote sustainability at both individual and societal levels. Through focus group interviews and a comparative analysis of diverse socio-cultural contexts,  this study aims to contribute to ongoing discussions and initiatives aimed at   achieving a more sustainable world.

It is widely recognized that human-wildlife conflicts can reduce farmers’ support for long-term species conservation. The subject of human-elephant conflicts is highly relevant in villages around Babati District in North Central Tanzania because of the closeness to Tarangire National Park. The purpose of this study is therefore to examine local farmers’ attitudes toward elephants and the attitudes’ effects on conservation efforts. Primary data was collected through a qualitative approach of semi-structured interviews with twelve farmers in four villages around Babati, with Wildlife Officer Nashon Macokesha at Babati District Council and with Allan Carlson, Nature Conservation Expert at WWF. A thematic analysis was done to make comparisons between the answers from farmers, Macokesha and Carlson. The Theory of Planned Behavior and the Value-Belief-Norm theory were also used to analyze the underlying factors of the farmers’ attitudes.   The results of this study show that around half of the farmers have positive attitudes toward elephants, while the other half think negatively of them. Elephants were identified as the most problematic species and crop-raiding as the most problematic type of human-elephant conflict. The problems that farmers experience do to crop-raiding and other types of human-elephant conflicts include the direct effects of lost livelihood and income and indirect effects like health impacts and security issues. The result also indicates that factors affecting farmers’ attitudes toward elephants include: 1) the proportion of available land affected by elephants, 2) the closeness of farmers’ fields to Tarangire National Park, 3) the lack of compensation, 4) the ability to affect the decision-making concerning the human-elephant conflicts and 5) the information about and knowledge of elephants and their importance. The underlying cause of the human-elephant conflicts is identified to be the spatial overlap of the two species. To prevent human-elephant encounters in the first place, thereby reducing the risk of human-elephants conflicts, better land use planning can be used to avoid settlement and cultivation close to protected areas. Buffer zones can be established around national parks and reserves to reduce the overlap between humans and wildlife. Mitigation through preventive and deterrent methods like lighting fires, making noises, using chili-dung or chili-grease to scare elephants off farmers’ fields can also be used. Another alternative is to switch from growing high-risk crops that elephants prefer to crops like chili or sesame which rarely gets eaten by elephants. / Att konflikter mellan människor och djurliv kan minska bönders stöd för artbevarande åtgärder är välkänt bland forskare. Konflikter mellan människor och elefanter är vitt förekommande i byar i Babati-distriktet i norra Tanzania på grund av närheten till nationalparken Tarangire. Syftet med denna studie är därför att undersöka bönders attityder till elefanter och attitydernas effekter för bevarandeåtgärder. Primärdata samlades in genom ett kvalitativt upplägg med semistrukturerade intervjuer med tolv bönder i fyra byar i Babati, med Wildlife Officer Nashon Macokesha på Babati District Council samt med Allan Carlson, naturvårdsexpert på WWF. En tematisk analys utfördes för att jämföra svaren mellan bönderna, Macokesha och Carlson och the Theory of Planned Behavior samt the Value-Belief-Norm theory användes för att analysera de underliggande orsakerna bakom böndernas attityder.   Resultatet från denna studie visar att ungefär hälften av bönderna har positiva attityder till elefanter, medan den andra hälften har negativa åsikter om dem. Elefanter identifierades som den mest problematiska arten för bönderna och förstörandet av grödor som den mest problematiska typen av konflikt mellan människor och elefanter. Problemen som bönderna upplever till följd av dessa konflikter inkluderar direkta effekter som förlorad inkomst och försämrade försörjningsmöjligheter, men också indirekta effekter som hälso- och säkerhetsproblem. Faktorer som enligt resultaten i denna studie kan påverka böndernas attityder till elefanter innefattar: 1) andelen tillgänglig mark som påverkas av elefanter, 2) närheten från böndernas mark till nationalparken Tarangire, 3) bristen på kompensation, 4) möjligheten att påverka beslutsprocessen gällande konflikten mellan människor och elefanter samt 5) information och kunskap om elefanter och deras betydelse. Den underliggande orsaken till konflikterna mellan människor och elefanter identifieras vara överlappet i användnings­områden mellan de båda arterna. För att förhindra möten mellan människor och elefanter, och därmed minska risken för konflikter, behövs bättre markanvändningsplanering så att bosättning och jordbruk undviks i närheten av skyddade områden. Buffertzoner kan också anläggas runt nationalparker och reservat för att minska överlappet mellan människor och djur. Avskräckande åtgärder, som att tända eldar, göra oväsen, tända chilibriketter eller sätta upp chili-rep, för att hålla elefanter borta från böndernas åkrar kan också användas. Ett annat alternativ är att bönderna byter från att odla högriskgrödor som elefanter föredrar till att odla grödor som chili eller sesam, vilka sällan eller aldrig äts av elefanter.

abstract: Wildlife endangerment and extinction is a significant and pressing issue. Environmental research notes that if humans hope to preserve wildlife, change needs to occur within the next decade. Therefore, it is important to understand the kinds of messages young adults are receiving about wildlife. This communication may affect their attitudes, beliefs, and ideals toward nature. Communication and socialization remain significant factors in cultivating environmental values in individuals. Memorable messages remain a socialization tool utilized to promote values in others. This study explores the kinds of wildlife messages and underlying values individuals receive by asking them to recall a memorable wildlife message. The study analyzed 108 memorable messages from individuals between the ages of 18-35. The study employs a content analysis to examine message content and values. The study employed sensitizing concepts, such as Stern's Value-Belief-Norm theory to examine the messages’ underlying values, such as altruism and progressivism. Results indicate messages revolve around themes of preservation, stewardship, sanctity, domestication, and complexity of conservation. Of the 108 messages, 66 messages conveyed altruistic and progressive values as defined by Stern while other messages conveyed appreciation, awareness, and dominative values. Additionally, wildlife messages were received mostly through mediated sources. Implications for parents, the media, and wildlife are explored. / Dissertation/Thesis / Masters Thesis Communication Studies 2016

The aim of this thesis was to study determinants of a readiness for pro-environmental travel behavior in households. Four empirical studies were conducted examining reduction in car use (Study I), acceptability of transport policy measures (Study II and III), and behavioral adaptations in response to travel demand management (TDM) measures (Study IV). In Study I, the aim was to interrupt habitual car use by means of a deliberation intervention and to examine the importance of moral motivation (i.e., personal norm) for car use reduction. Results showed that, as a result of the intervention, car use was mainly reduced among car users with a strong car use habit and a strong moral motivation to reduce car use. The aim of Study II was to examine factors important for the acceptability of three TDM measures: raised tax on fossil fuel, improved public transport, and an information campaign. The results demonstrated the importance of general environmental beliefs (i.e., pro-environmental orientation, problem awareness, personal norm, and willingness to reduce car use) and policy specific beliefs (i.e., perceived impact on freedom to choose travel mode and own car use, perceived effectiveness, and perceived fairness) for the acceptability of the measures. Furthermore, personal norm was found to be particularly important for the acceptability of raised tax and the information campaign, whereas problem awareness was more important for the acceptability of improved public transport. Following up on Study II, the purpose of Study III was to examine the acceptability of single and combined transport policy measures, more specifically, raised tax on fossil fuel, improved public transport, subsidies of renewable fuel, a package of raised tax on fossil fuel and improved public transport, and a package of raised tax on fossil fuel and subsidies of renewable fuel. General environmental beliefs (i.e., pro-environmental orientation, problem awareness, personal norm, and willingness to act) and policy specific beliefs (i.e., perceived effectiveness and perceived fairness) were found to be important for the acceptability of the measures. Moreover, personal norm was particularly important for the acceptability of raised tax on fossil fuel and the packages, while problem awareness was more important for the acceptability of improved public transport and subsidies of renewable fuel. The aim of Study IV was to examine the behavioral adaptations, more specifically, the expected car use reduction, in response to three hypothetical TDM measures: raised tax on fossil fuel, improved public transport, and a package of raised tax on fossil fuel and improved public transport. Furthermore, factors important for the expected car use reduction were analyzed. Results showed that a combination of the measures was expected to lead to a larger car use reduction compared to the single measures, and the most commonly chosen reduction strategies were more efficient car use and changing travel mode. Moreover, internal motivational factors, such as personal norm, and the perceived personal impact of the measures were important for expected car use reduction in response to the measures.

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

Thesis (M.Com. (Business Management)) -- University of Limpopo, 2022 / The primary objective of the study was to examine the effect of values (biospheric values, altruistic values, egoistic values and openness to change values) on voluntary pro-environmental behaviour of employees of SMMEs.In addition, the study investigated the moderating effect of demographic variables (gender, age and level of education) in the relationship between values and pro-environmental behaviour. The quantitative approach was utilised and the cross-sectional survey method was used to collect data from the respondents that were conveniently sampled. The Cronbach’s alpha was used to measure reliability and the Partial Least Square Structural Equation Modelling (PLS SEM) was utilised to analyse data. The findings of the study indicated that biospheric values has a negative relationship with employees’ voluntary proenvironmental behaviour. Three values (altruistic, egoistic and openness to change values) have significant positive relationships with voluntary pro-environmental behaviour of employees. The moderating effects of gender, age and level of education are insignificant. Recommendations on how to use values to improve the voluntary pro-environmental behaviour of employees of SMMEs are outlined.

Social media sites and platforms have been on the rise for the last decade. Especially sincethe start of the still on-going Covid-19 pandemic it reached an all time high. Over half of theworld’s population is using social media. Everyone knows Facebook, Instagram, YouTube,TikTok, Snapchat, and many more. This fact has not gone unnoticed by companies as theyincreasingly integrate social media into their portfolio. Social media advertising is nowadayseverywhere. There is not a single site without any ads. Regardless the research about it is stillvery scarce. This master thesis will investigate the influence of social media advertising on consumerbehavior. More detailed it will focus on how consumers react to advertisements. For thispurpose, a quantitative survey has been conducted. The base for this survey is a developedconceptual framework based on the Elaboration Likelihood Model and the Value-Belief-Norm theory model. Further factors of the survey include different values and beliefs onwhich the analysis is depending. The main value playing a role in this study is sociallyresponsible consumption behavior. This value tackles how much consumers care about theenvironment and the human society. Simply spoken, how sustainable and how social do theybehave. Furthermore, three beliefs have been chosen in tandem with this value: Self -confidence, impulsiveness, and interpersonal/group influence. All are believed to have animpact on how consumers are perceiving advertisements they see on social media. Eachconnection between the value, the beliefs, and the reaction to advertisements will be tested.Believed connections are between the sustainability value of the consumers and the threebeliefs as well as towards the video. Further, it is believed that the beliefs will have an effecton the reaction to advertisements from consumers. My study will indicate how companies cantake advantage of advertisements to gain more followers on social media and sell moreproducts. The outcome of this study will present a clear picture of the role of sustainable andsocially responsible behavior towards ads on social media as well as the impact of beliefs.

Holiday air travel behaviors are nowadays a significant issue in relation to climate change and sustainable tourism. Indeed, transportation, and especially air transportation, have a significant role in climate change. Hence, it is important that the tourism industry includes the transportation sector when developing solutions for sustainable tourism. As students are the future main target group of this industry, it is important to understand the reasons behind their choices. Until now, travel behaviors have been explained using single and specific theories, which did not include many factors explaining holiday air travel decisions. In this study, this concern is addressed by combining two theories in relation to behavior formation - the theory of planned behavior and the value-belief-norm theory - in order to understand all motivations and barriers behind students’ holiday air travel behaviors. The analysis of the findings shows that many internal and external factors affect students decisions in regards to flying during holidays, including values, beliefs, social and personal norms, as well as accessibility, country of origin, price, time, distance, and social influence. However, the analysis of the results also demonstrates two gaps between attitudes and behaviors within the student community, which link to the cognitive dissonance theory: an awareness-attitude behavior gap and a contextual gap. The paper argues that while the theory of planned behavior and the value-belief-norm theory can be used simultaneously in order to analyze decisions regarding holiday air transportation, they are not sufficient as these two gaps emerged. The study concludes suggesting destination developers and national governments to take into account the present factors behind students’ decisions in order to develop sustainable destinations.