The Role of Human Values and Pro-Environmental, Vegetarian and Activist Behaviors in the Formation of Expanded Sustainable Behavior

Purpose: This study aims to investigate the role of human values and pro-environmental, vegetarian and activist behaviors in the formation of, here called, Expanded Sustainable Behavior. Theoretical framework: The theoretical framework was divided into five parts: Theory of Planned Behavior; Schwartz's Theory of Values; pro-environmental behavior; behavioral profile of vegetarians, and consumers as activists. Based on the theoretical framework, a framework was created based on the 10 hypotheses outlined in the study. Method/design/approach: This is a survey carried out with 211 vegetarians and their variations. Data collection occurred through the application of a self-administered questionnaire, using non-probabilistic, cross-sectional sampling. Regarding the analysis, descriptive statistics, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) techniques were used. Results and conclusion: The results indicate that the values of self-transcendence and conservation do not influence pro-environmental attitudes. However, the values of self-enhancement and openness to change influence pro-environmental attitudes: the first in a negative way and the second in a positive way. Furthermore, pro-environmental behavior is formed by attitude, subjective norm, and perceived behavioral control, being in line with what the TCP suggests. Regarding Expanded Sustainable Behavior, it was observed that pro-environmental behavior does not lead to vegetarian behavior. On the other hand, activism is positively influenced by pro-environmental and vegetarian behaviors. Research implications: Based on the knowledge developed and presented in this study, it is expected to stimulate empirical research that analyzes sustainable behavior in its different dimensions, with its multiple influences, in addition to expanding the discussion on issues of sustainability and conscious consumption. Originality/value: This study contributes to the literature as it proposes the concept of Expanded Sustainable Behavior which emerges from the chain of pro-environmental, vegetarian, and activist behaviors, as well as their connections and mutual influences. Thus, the study signals that it is possible to expand the analysis of sustainable behavior and study it with a diverse number of variables, covering both personal and collective dimensions.