An examination of the value-belief-norm theory model in predicting pro-environmental behaviour in Taiwan

Stern's value‐belief‐norm (VBN) theory of environmentalism suggests that perceiving adverse effects from global warming could promote mitigation behaviour. The VBN theory of environmentalism postulates a causal chain of five variables: values, the New Environmental (or Ecological) Paradigm (NEP), awareness of consequences (AC), ascription of responsibility (AR) to self‐beliefs, and personal norms (PN). Given a limited number of studies with East Asian participants, this study examines the applicability of the VBN theory model in predicting pro‐environmental behaviour in Taiwan to enhance the intercultural validation. A questionnaire study was conducted among 757 Taiwanese respondents. The results of structural equation modelling analysis and Sobel tests confirm the direct and mediatory effects of the causal sequence of the variables in the VBN theory of pro‐environmental behaviour, with NEP, AC beliefs, AR beliefs, and PN all bearing a mediating relationship between their antecedent and outcome variables in the causal chain. We elucidate the research results of the intercultural validation of the VBN theory model in this empirical study to clarify pro‐environmental behaviour.