Climate change, theory of planned behavior and values: a structural equation model with mediation analysis

An online survey about climate change was conducted 2008/2009 among all university members (N = 3541). Using the Theory of Planned Behavior and Cultural Theory within a structural equation modeling approach, one main goal was to explain climate-friendly behavioral intentions and the underlying psychological processes comprehensively and to show the interdependencies between both approaches. The model explained 72% of the variance in Intentions to use public transport. Attitude towards public transport (beta = 0.67, p < .001) most strongly influenced Intentions followed by Subjective Norms (beta = 0.23, p < .001). In turn, Attitudes and Norm were explained by the value types Egalitarian, Individualist and Fatalist (24% and 14% respectively). These value types are mediated through Attitudes and Subjective Norms. Recommendations regarding the support of climate friendly behavior are formulated.