Effect of Value Orientation, Belief and Norm on Private Sacrificing Behaviour

The objective of this paper is to examine the effect of value orientation, new ecological paradigm and proenvironmental personal norm on private sacrificing behavior. Structural equation modelling using partial least squares approach is used to analyse conceptual model on private sacrificing behaviour. Findings from this study show that biospheric value and altruistic value have direct influence on general belief in terms of New Ecological Paradigm. In addition, New Ecological Paradigm is found to have direct linkage with pro-environmental personal norm. General belief of the state of the environment is considered sufficient to activate personal norm of individual. Subsequently, pro-environmental personal norm is affirmed to influence private sacrificing behaviour directly in the context of agrochemical purchase. Managerial implications are discussed on the potential application of the results of this research.