Under Construction @ Keele 2016 Volume 2 Issue 2 | Page 27

18 environmentally, fostering an association between a ‘personal moral duty’ and ‘acting proenvironmentally’ may result in positive outcomes for society. Conclusion The findings indicate support for the notion that the foundations, and consequently solutions, to various environmental problems may indeed be ‘rooted in human values’. It appears that our values influence our willingness to engage in PEB through their influence on our moral norms. A higher regard for STV reflects a greater willingness to engage in PEB, while the relationship between SEV and behaviour is more complex. Although SEV appear to have a negative impact upon PEB when they are the only value regarded highly, their impact appears negligible when STV are also held in high regard. Future research should consider making pro-environmental communication more congruent to an individual’s values by tailoring the content of the message. This may increase the general public’s engagement with pro-environmental campaigns, and ultimately lead to increased engagement with pro-environmental actions. In conclusion, this work suggests rather than ask how best to convert an ‘Egocentric Edward’ or a ‘Non-engaging Nina’ into an ‘Opportunistic Oscar’ or a ‘Selfless Susan’, we should instead question how to ensure messages designed to promote and increase pro-environmental actions reach, and resonate, with all of these individuals.