Under Construction @ Keele 2016 Volume 2 Issue 2 | Page 26

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positively associated with PEB.17 The current research also demonstrates that this
relationship is mediated by moral norms, supporting the notion that values influence
behaviour indirectly.
The current study does not conclude that SEV have a negative relationship with proenvironmental behaviour as the value-opportunists group, who rated SEV as ‘high’, were as
willing to purchase recycled products as the selfless-contributors group, who rated SEV as
‘low’. It is possible that holding SEV in high regard doesn’t inhibit PEB providing the
individual also holds STV in high regard, much like the value opportunists group.
Furthermore, it is possible that SEV only have a detrimental influence on pro-environmental
actions when they a