Dissertations / Theses on the topic 'Value-belief-norm theory'

The incorporation of sustainability education and sustainable practices in higher education serves several purposes. It prepares students for work in sustainability-focused professions, fosters environmentally responsible behavior in individuals, and helps to reduce the ecological impacts of the operational aspects of educational institutions. However, contemporary definitions of sustainability, which consider social, political, ecological, and economic influences on the environment, complicate educational initiatives. Distinct educational departments often consider sustainability through their specialized lens. Trans-disciplinary initiative must be enacted in order for sustainability education to reach its full potential. This paper outlines the results of an electronically administered faculty sustainability curriculum inventory as well as an electronically administered university-wide sustainability literacy survey that were conducted at Southern Illinois University. The relationship between individual values and perceived importance and knowledge of sustainability components are examined within the context of the Value-Belief-Norm theory. While response rates for both surveys were relatively low, the faculty curriculum inventory survey was useful in identifying faculty members with an interest in sustainability education. These individuals could potentially work to spearhead curricular initiatives across the university. The survey also provided information that was used to create a sustainability course database and profiles of faculty members with an interest in sustainability education. Results for the literacy survey indicate that respondents' perceived importance of sustainability components exceeded their knowledge of those components in every case. Respondents rated components grouped under both energy systems and individual integrity as very important or extremely important to a sustainable university community. However, all components were rated at or above relatively important. Ecocentric, altruistic, and traditional individual values served as reliable predictors of respondents' perceived importance of sustainability components. These results should encourage further research of the motivations for sustainability incorporation on a campus community when considered within the framework of behavioral models such as the Value-Belief -Norm Theory or the Theory of Planned Behavior.

It is widely recognized that human-wildlife conflicts can reduce farmers’ support for long-term species conservation. The subject of human-elephant conflicts is highly relevant in villages around Babati District in North Central Tanzania because of the closeness to Tarangire National Park. The purpose of this study is therefore to examine local farmers’ attitudes toward elephants and the attitudes’ effects on conservation efforts. Primary data was collected through a qualitative approach of semi-structured interviews with twelve farmers in four villages around Babati, with Wildlife Officer Nashon Macokesha at Babati District Council and with Allan Carlson, Nature Conservation Expert at WWF. A thematic analysis was done to make comparisons between the answers from farmers, Macokesha and Carlson. The Theory of Planned Behavior and the Value-Belief-Norm theory were also used to analyze the underlying factors of the farmers’ attitudes.   The results of this study show that around half of the farmers have positive attitudes toward elephants, while the other half think negatively of them. Elephants were identified as the most problematic species and crop-raiding as the most problematic type of human-elephant conflict. The problems that farmers experience do to crop-raiding and other types of human-elephant conflicts include the direct effects of lost livelihood and income and indirect effects like health impacts and security issues. The result also indicates that factors affecting farmers’ attitudes toward elephants include: 1) the proportion of available land affected by elephants, 2) the closeness of farmers’ fields to Tarangire National Park, 3) the lack of compensation, 4) the ability to affect the decision-making concerning the human-elephant conflicts and 5) the information about and knowledge of elephants and their importance. The underlying cause of the human-elephant conflicts is identified to be the spatial overlap of the two species. To prevent human-elephant encounters in the first place, thereby reducing the risk of human-elephants conflicts, better land use planning can be used to avoid settlement and cultivation close to protected areas. Buffer zones can be established around national parks and reserves to reduce the overlap between humans and wildlife. Mitigation through preventive and deterrent methods like lighting fires, making noises, using chili-dung or chili-grease to scare elephants off farmers’ fields can also be used. Another alternative is to switch from growing high-risk crops that elephants prefer to crops like chili or sesame which rarely gets eaten by elephants.
Att konflikter mellan människor och djurliv kan minska bönders stöd för artbevarande åtgärder är välkänt bland forskare. Konflikter mellan människor och elefanter är vitt förekommande i byar i Babati-distriktet i norra Tanzania på grund av närheten till nationalparken Tarangire. Syftet med denna studie är därför att undersöka bönders attityder till elefanter och attitydernas effekter för bevarandeåtgärder. Primärdata samlades in genom ett kvalitativt upplägg med semistrukturerade intervjuer med tolv bönder i fyra byar i Babati, med Wildlife Officer Nashon Macokesha på Babati District Council samt med Allan Carlson, naturvårdsexpert på WWF. En tematisk analys utfördes för att jämföra svaren mellan bönderna, Macokesha och Carlson och the Theory of Planned Behavior samt the Value-Belief-Norm theory användes för att analysera de underliggande orsakerna bakom böndernas attityder.   Resultatet från denna studie visar att ungefär hälften av bönderna har positiva attityder till elefanter, medan den andra hälften har negativa åsikter om dem. Elefanter identifierades som den mest problematiska arten för bönderna och förstörandet av grödor som den mest problematiska typen av konflikt mellan människor och elefanter. Problemen som bönderna upplever till följd av dessa konflikter inkluderar direkta effekter som förlorad inkomst och försämrade försörjningsmöjligheter, men också indirekta effekter som hälso- och säkerhetsproblem. Faktorer som enligt resultaten i denna studie kan påverka böndernas attityder till elefanter innefattar: 1) andelen tillgänglig mark som påverkas av elefanter, 2) närheten från böndernas mark till nationalparken Tarangire, 3) bristen på kompensation, 4) möjligheten att påverka beslutsprocessen gällande konflikten mellan människor och elefanter samt 5) information och kunskap om elefanter och deras betydelse. Den underliggande orsaken till konflikterna mellan människor och elefanter identifieras vara överlappet i användnings­områden mellan de båda arterna. För att förhindra möten mellan människor och elefanter, och därmed minska risken för konflikter, behövs bättre markanvändningsplanering så att bosättning och jordbruk undviks i närheten av skyddade områden. Buffertzoner kan också anläggas runt nationalparker och reservat för att minska överlappet mellan människor och djur. Avskräckande åtgärder, som att tända eldar, göra oväsen, tända chilibriketter eller sätta upp chili-rep, för att hålla elefanter borta från böndernas åkrar kan också användas. Ett annat alternativ är att bönderna byter från att odla högriskgrödor som elefanter föredrar till att odla grödor som chili eller sesam, vilka sällan eller aldrig äts av elefanter.

Environmental stewardship is essential to conserving recreational fishing areas. This thesis explores the characteristics of Australians engaged in such stewardship. A novel theoretical perspective (complexity theory) and methodology (fuzzy-set qualitative comparative analysis) uncovers complex configurational mechanisms, with multiple equifinal solutions identified as sufficient for performance of stewardship behaviours. Configurations predictive of stewardship differ between environmental organisation members and non-members. While there are numerous, varied configurations sufficient for performance among environmental organisation members, there are fewer among non-members, indicating only a specific subset of non-members perform these behaviours. These findings can inform targeted recruitment and engagement strategies for environmental stewardship participation.

In today’s society, environmental concern might be at a historical peak. 2778 companies in 60 countries have now acquired the Benefit-Corporation (B-Corp) Certification in attempts to demonstrate their environmental responsibility. The aim of the present study was to investigate the effects of implementing the B-Corp Certification in a USA automotive dealership on employee pro-environmental behavior and life satisfaction, with consideration of the moderating role of commitment to the B-Corp Certification. A within-group quasi-experimental design was used to investigate the effects of the certification over a 5-month period through self-reported measures. Thirty-three employees participated in this study. One-way repeated-measures ANOVA was conducted to measure differences in employee pro-environmental behavior before and after the implementation of the B-Corp Certification. Through bivariate correlations the relationship between employee pro-environmental behavior and life satisfaction was analyzed. Partial correlation was used to test the moderating role of commitment in determining the strength of the implementation on employee pro-environmental behavior. There was no difference between pre- and post-measurements of employee pro-environmental behavior. Commitment to the B-Corp Certification did not moderate the effectiveness of the implementation of the B-Corp Certification on employee pro-environmental behavior. Additionally, no relationship was found between pro-environmental behavior and life satisfaction. Finally, results are discussed within the context of industrial- and organizational(IO) psychology, as are the implications for future research and interventions aimed at increasingemployee pro-environmental behaviors.

Determinants influencing consumer eco-innovation adoption and green curtailment behaviors in a travel context are at the center of this thesis. Previous research on green consumer behavior has uncovered that internalized personal attitudinal factors such as values, beliefs, and norms are influential in determining mainly non-consumption and post-purchase behaviors. This thesis extends the understanding of a moral basis of green consumer behavior by exploring the influences of attitudinal factors on both car curtailment behaviors, and on consumer adoption of a high involvement eco-innovation – the alternative fuel vehicle. The integrated influences of innovation specific characteristics, car habits, knowledge and social norms, are also examined. Furthermore, differences between AFV adopters and non-adopters are explored, and the notion of consumers performing purchase and curtailment behaviors for different reasons is utilized in the development of nuanced profiles of three distinct consumer groups. Four studies, which build on two quantitative data collections on adopters and non-adopters of AFVs in Swe­den, are included in this thesis. In the first study, similarities and differences among adopters and non-adopters of AFVs, and the effects of attitudinal factors (values, beliefs, and norms), knowledge, and sociodemo­graphics on the adoption decision are analyzed. The results show that knowledge and personal norms are strong predictors of AFV adoption and that the VBN theory is applicable in this context. The main implication from the study is that high-involvement green purchase deci­sions, such as eco-innovation adoption, can be viewed as morally based. In the second study, a set of determinants influencing both curtailment of car use and willing­ness to adopt a less environmentally harmful vehicle are analyzed. Biospheric values, per­sonal proenvironmental norms, and car habit strength are found to influence both types of behaviors in different ways. The main implication from this study is that green purchase deci­sions and curtailment behaviors within a specific context are determined by partly different factors but personal norm is a strong predictor of both types of behaviors. The third study extends the findings from the previous one in segmenting consumers on cur­tailment behaviors and proenvironmental purchases. Three distinct types of consumers emerge from the data. The Non-greens are found to exhibit the lowest levels of green attitudes and behaviors, and the strongest car habits. The Curtailers are distinguished by performing primar­ily reductionist behaviors, and by being the most willing to reduce negative environ­mental impact of car use. The Ecovators are found to be the most inclined to purchase eco-innovations and also display the greenest values. The study shows that green consumers are a heterogeneous group that can be separated on the basis of green curtailment behaviors and proenvironmental purchase decisions, and that there seems to be no inherent contradiction in being an early adopter of new green technology (such as the AFV) and also having high levels of proenviron­mental values, beliefs, and norms. In the final study, innovation specific characteristics and consumer innovativeness factors are integrated with normative and attitudinal determinants influencing AFV adoption. The results show that personal and social norms, consumer novelty seeking, and four perceived innovation characteristics influence the adoption decision. Differences between AFV adopters’ and non-adopters’ ratings of AFV specific attributes are also analyzed. The contribution of this study is the integration of VBN theory and the DOI framework and the empirical conclusion that eco-innovations need to deliver on both traditional and proenvironmental attributes in order to be perceived as attractive by consumers. In sum, this thesis demonstrates the importance of proenvironmental personal norms for consumer adoption of a high involvement eco-innovation such as the AFV.

Holiday air travel behaviors are nowadays a significant issue in relation to climate change and sustainable tourism. Indeed, transportation, and especially air transportation, have a significant role in climate change. Hence, it is important that the tourism industry includes the transportation sector when developing solutions for sustainable tourism. As students are the future main target group of this industry, it is important to understand the reasons behind their choices. Until now, travel behaviors have been explained using single and specific theories, which did not include many factors explaining holiday air travel decisions. In this study, this concern is addressed by combining two theories in relation to behavior formation - the theory of planned behavior and the value-belief-norm theory - in order to understand all motivations and barriers behind students’ holiday air travel behaviors. The analysis of the findings shows that many internal and external factors affect students decisions in regards to flying during holidays, including values, beliefs, social and personal norms, as well as accessibility, country of origin, price, time, distance, and social influence. However, the analysis of the results also demonstrates two gaps between attitudes and behaviors within the student community, which link to the cognitive dissonance theory: an awareness-attitude behavior gap and a contextual gap. The paper argues that while the theory of planned behavior and the value-belief-norm theory can be used simultaneously in order to analyze decisions regarding holiday air transportation, they are not sufficient as these two gaps emerged. The study concludes suggesting destination developers and national governments to take into account the present factors behind students’ decisions in order to develop sustainable destinations.

The concept of Sustainable Forest Management (SFM) has been promoted in the past few decades all over the world. Non-industrial private forest (NIPF) owners play an important role in that aspect in the U.S. because of their number (about 16 millions), the size of forest land under their control (about half of all forest land in the continental US), and the dynamism of their population (increasing number of new owners). This study sought to better understand how NIPF owners come to a decision for adoption (or non-adoption) of SFM practices. We developed a theoretical model combining four theories (the Value-Belief-Norm theory, the Theory of Planned Behavior, the Elaboration Likelihood Model, and the Innovation-Diffusion Process) to explain NIPFâ s decision making. Using multivariate analyses, we determined which elements of the developed theoretical model were significant in explaining adoption of eight groups of practices. Overall, some of the most significant predictors of adoption we identified were technical assistance, motivations for owning land and the use of a written management plan. Particular attention was also directed toward the eventual relationship between education and adoption of SFM practices and it was found that NIPF owners who attended educational programs tended to be likely adopters compared to those who did not attend any educational program. Since SFM was not limited to the US, we also analyzed the concept of SFM with the same goals as in the US, but under a completely different context (socio-cultural, economic and ecologic) in Africa, through the community-based natural resource management (CBNRM) system. We used four case studies and focused on criteria such as participation, equity (both procedural and distributive, power devolution, trust, etc) to analyze how CBNRM works on the field, what lessons to take from the cases to better ensure the goal of sustainability of the resources.
Ph. D.

碩士
國立臺東大學
進修部休閒事業管理組碩(夜間）
105
The purpose of this study was to determine the situation of people's environmental attitudes、awareness of consequences、ascription of responsibility、personal norms、environmentally responsible behavior and behavioral intentions of participating in ecotourism. Including facets of the new environmental paradigm (NEP)、awareness of consequences、ascription of responsibility、personal norms、environmentally responsible behavior and behavioral intentions of participating in ecotourism, and development s cales. To deal with the validity analysis、descriptive statistics、One Way ANOVA and linear regression analysis to verify the causality between each component. People who came to Yu-Lung-Chen ecological trails in Yongan Community in Luye Township, Taitung County is being chosen as the object of study.Total 300 copies of on-the-spot investigation questionnaires was executed thru convenient sampling, in which came up with 288 copies of valid questionnaires. SPSS12.0 statistical software were adopted in key-in the related data, analyzing, concluding and confirming to the related assumptions.The statistic is well proportioned to meet the standard. The research finds out that each component is related. The research found: Values will significantly affect beliefs; beliefs affect personal norms; personal norms affect environmental behavior, and the same as the theoretical results.The research result will be provided for tourism industry in the development of ecotourism related industries, and government agencies to promote counseling ecotourism reference.

abstract: The purpose of this quantitative study is to test the validity of a behavioral theory, value-belief-norm theory (Stern, 2000), in the context of environmental hotel management. The lack of theoretical consideration in previous studies on environmental attitudes of hotel/resort managers warrants an investigation of a theory with the potential to better explain behaviors that support the goals of environment management systems. The goal of this research was to document the values, beliefs, personal norms, and environmental management support behaviors of managers in a hospitality setting. Data were collected from a sample of hotel and resort managers in the Phoenix metropolitan area by using a survey of well-documented items from previous research on the theory. Results suggest the value-belief-norm theory is successful in explaining environmental management support behaviors. Implications for practitioners as well as researchers are discussed.
Dissertation/Thesis
M.S. Recreation and Tourism Studies 2011

碩士
國立臺灣海洋大學
教育研究所
100
Ocean has been providing rich resources to raise human. However, the ocean problems have been deteriorating, obliging us to face the issue of marine enviroenmental protection. Considering the importance of marine enviroenmental education, this study designs and implements the course “ Marine Environmental Education Applied Value-Belief-Norm Theory,” which aims to cultivate pupils’ ability of protecting marine environment. The objective of this study is: first, to incorporate Value-Belief-Norm Theory into the teaching curriculum of marine enviroenmental education; second, to understand the impact of VBN theory applied on pupils’ learning of marine enviroenmental education. The research objects are 8 fifth grade students in Tainan city. After the cycle of action research, implementation and reflection, the results are described as follows: I. Findings the Design of Teaching Curriculum 1. VBN marine environmental teaching may start from the problem situation of marine environment,which not only making pupils concern about pollutions of marine but also guiding subesquent teaching activities. 2. VBN marine environment teaching respects for the values of pupil's preferences can guide pupils understanding of personal values on the marine environment. 3. VBN marine environmental teaching should be to provide scientific knowledge to help pupils understanding consequences and responsibility of marine environment. 4. VBN marine environmental teaching implementes with experiencing activities to maintain the opportunities of learning skills and fun. 5. VBN marine environmental teaching provides appropriate incentives can promote pupils to maintain marine environment. II. Impacts of VBN marine environmental teaching on students 1. Marine values of the fifth graders is unstable because of personal preferences. 2. The pupils’ awarness of the marine environmental consequences will accumulate gradually along with the curriculum. 3. Guiding pupils verify the assumptions of marine environment attribution will help them understanding ascriptions of marine environmental responsibility. 4. Pupils can perform personal, organizational, public behaviors to protect marine environment.

碩士
國立臺東大學
進修部暑期文化資源與休閒產業碩士專班
106
Recently, the population of self-contained underwater breathing apparatus (SCUBA) diving in Taiwan is gradually increasing.The marine protection behaviors adapted by the divers is important to the ecological preservation and the sustainable management of diving activities. The value-belief-norm (VBN) theory was employed in the study, in which the values, ecological worldview, awareness of consequences, ascription of responsibility, personal norms protection behaviors were hypothesized sequentially dependent. Moreover, the current situation of the values, ecological worldview, awareness of consequences, ascription of responsibility, personal norms, and marine protection behaviors of recreational SCUBA divers in Taiwan will also be described and discussed herein. The scales of the measured items for each construtcs in the questionnaire were designed according to past related references. The questionnaire survey was conducted on the license-qualified recreational SCUBA divers in Kenting area. Totally 312 valid questionaires were collected and statistically analyzed using the SPSS 22.0 and structural equation modelling (SEM) software Amos 17.0. The analytical results show that the factors affecting the marine protection behaviors of recreational SCUBA divers in Taiwan follow the value-belief-norm causal relationship approximately. Differing with the traditional VBN theoretical model, only the biosphere value of the divers will influence their attitude toward to the ecological worldview. Moreover, the construct “awareness of consequences” does not exist in the belief structure of the VBN model. That is, low congnition was found for the the recreational SCUBA divers in the negative influences of personal diving behaviors on the marine environments. Accordingly, the results of this study provide valuable references for the managers of diving activities to develop the related industries and for the government to implement the natural conservation.

碩士
國立成功大學
國際經營管理研究所
102
The growth in the green product segment has grown substantially in the last decade and with that created a new kind of marketing, green marketing. As such the study of green purchasing behavior is becoming increasingly more relevant again and the value belief norm (VBN) theory is recognized in the green literature as explaining key green behaviors (including buying behavior) in an effective way. This research adopts the VBN model and extends it by explicitly focusing on green purchasing behavior and adding an addition 3 variables to the model: pro-environmental self-identity, green product trust and social influence. SmartPLS was used on a sample obtain from both Germany and Taiwan to test the newly developed model. Results of the analysis performed showed that indeed pro-environmental self-identity, green product trust both have a positive correlation with green buying behavior for both samples. Social influence however showed only a positive relationship in the German sample revealing a distinct difference between the samples. Results display that the newly developed model is effective in explaining the decision making process of green consumers. This research contributes to the green marketing literature by not only extending the VBN theory to include an additional 3 variables but also offers a cross cultural perspective by comparing 2 culturally distinct samples.

博士
國立成功大學
交通管理學系碩博士班
101
This study develops a conceptual framework of cultural significant behavior to measure pro-cultural behavior of tourists. The Value-Belief-Norm theory of Stern (1999, 2000) was used as a template for the development of framework. A convenience sampling method was adopted for data collection from a survey to tourists who traveled to Tainan Confucian Temple in the city of Tainan. A total of 1560 questionnaires were distributed and 1372 usable responses were obtained after removing incomplete samples, resulting in a response rate of 87.95%. Based on paired t-tests to evaluate the experience quality, the significant difference between importance and performance of 25 attributes were identified and illustrated. Exploratory factor analysis with VARIMAX rotation was employed to identify experience quality and results in five factors. Based on the five segmentation variables, a cluster analysis was carried out, and a three-cluster solution was identified. According to their scores of experience quality attributes, the clusters were named high level experienced, medium level experienced and low level experienced, respectively. A structural equation modeling (SEM) approach was employed to test the research hypotheses. Results revealed that the experience quality of overall tourists was corresponding to the low level experienced group. Analyses also showed that cultural belief mediated the effects of cultural value and cultural behavior intention on the model of medium level of experience quality and The Confucius Ceremony non-experienced group. Further, the model of The Confucius Ceremony experienced group supported the proposed pro-cultural behavior framework. Finally, experience quality as moderator effects on the proposed model was identified. Theoretical and managerial implications of the research findings for cultural tourism are further discussed.

碩士
國立臺灣海洋大學
教育研究所
99
The research aims to enhance elementary students’ attitude and behaviors at marine environmental protection through Value-Belief-Norm Theory. To design marine environmental protection teaching by the VBN theory, investigating after the VBN marine environmental protection teaching, elementary students’ marine environmental protection attitude and behaviors change situation. The research objects are 10 second grade students in new Taipei city. After the cycle of action research, implementation and reflection, the results are described as follows: (1)The relative values discussion can surge elementary students’ marine environmental protection attitude and behaviors. (2)Elementary students’ marine environmental protection attitude and behaviors will accumulate gradually along with the curriculum. (3)Grasping the VBN Theory core concept to design the different teaching situation is able to promote the result. (4)VBN marine environmental protection teaching is helpful in raises elementary students’ marine environmental protection attitude and behaviors. (5)The values of marine environmental protection will affect elementary students’ marine environmental protection attitude and behaviors. (6)Elementary students’ fondness will affect the marine environmental protection attitude and the behaviors performance.

碩士
國立勤益科技大學
企業管理系
107
The endless human consumption of natural resources will cause increasingly severe pollution and ultimately destroy the environment. We thus applied the value-belief-norm (VBN) theory to environmentally friendly behavior and designing sustainable packaging of perceived ease-of-use and usefulness of technology acceptance model (TAM) in order to promote environmental protection. This study mainly investigates the relationships among VBN value-belief-norm (environmental moral obligation), technology acceptance model (perceived ease-of-use, perceived usefulness), and the intention to use designing sustainable packaging. A questionnaire survey was administered to consumers in various areas of Taiwan, and the responses were analyzed using statistical methods. The study results indicated the following: 1. The significant and positive impacts existed among VBN value-belief-norm (environmental moral obligation), perceived ease-of-use, perceived usefulness, and the intention to use sustainable packaging, with the influence of biospheric value in VBN on the new environmental paradigm being the most significant. 2. The consumers with various age and marital status had a significantly different perception on their intention to use designing sustainable packaging; the consumers with various age and occupation had a significantly different perception on their norms (environmental moral obligation), and when consumers purchased products that require packaging, whether they chose packaging with recyclable or reusable marks and functions had a significantly different perception on their VBN value-belief-norm, perceived ease-of-use, perceived usefulness, and intention to use designing sustainable packaging. Based on the analysis results above, we put forward suggestions regarding the recycling and reuse of resources, sustainable development technologies, and the cherishing of the ecological value of nature from the perspectives of consumers, companies, and the government.

abstract: This study investigates how well prominent behavioral theories from social psychology explain green purchasing behavior (GPB). I assess three prominent theories in terms of their suitability for GPB research, their attractiveness to GPB empiricists, and the strength of their empirical evidence when applied to GPB. First, a qualitative assessment of the Theory of Planned Behavior (TPB), Norm Activation Theory (NAT), and Value-Belief-Norm Theory (VBN) is conducted to evaluate a) how well the phenomenon and concepts in each theory match the characteristics of pro-environmental behavior and b) how well the assumptions made in each theory match common assumptions made in purchasing theory. Second, a quantitative assessment of these three theories is conducted in which r2 values and methodological parameters (e.g., sample size) are collected from a sample of 21 empirical studies on GPB to evaluate the accuracy and generalize-ability of empirical evidence. In the qualitative assessment, the results show each theory has its advantages and disadvantages. The results also provide a theoretically-grounded roadmap for modifying each theory to be more suitable for GPB research. In the quantitative assessment, the TPB outperforms the other two theories in every aspect taken into consideration. It proves to 1) create the most accurate models 2) be supported by the most generalize-able empirical evidence and 3) be the most attractive theory to empiricists. Although the TPB establishes itself as the best foundational theory for an empiricist to start from, it's clear that a more comprehensive model is needed to achieve consistent results and improve our understanding of GPB. NAT and the Theory of Interpersonal Behavior (TIB) offer pathways to extend the TPB. The TIB seems particularly apt for this endeavor, while VBN does not appear to have much to offer. Overall, the TPB has already proven to hold a relatively high predictive value. But with the state of ecosystem services continuing to decline on a global scale, it's important for models of GPB to become more accurate and reliable. Better models have the capacity to help marketing professionals, product developers, and policy makers develop strategies for encouraging consumers to buy green products.
Dissertation/Thesis
M.S. Sustainability 2012

碩士
國立臺灣海洋大學
教育研究所
97
The purpose of this study was to design a course by value-belief-norm (VBN) theory, and investigated effects of VBN theory based training to improve the consequences and behavior of the marine environmental protection. The subject was five students with mental deficiency from an elementary school of Keelung. One of them was a study subject for pilot study to evaluate teaching methods and materials for this study, and the others were samples for the experimental group. The methodology was multiple-baseline across individuals of single-subject experimental design. Tools employed consisted of the following: “the multimedia teaching materials of marine environmental protection”, “the Questionnaire of marine environmental protection”, and “class-quizz”. Data was analyzed by visual analysis and C statistic method. The results were as follows： 1. VBN module can improve the awareness of conseguences for marine environmental protection. 2. VBN module can improve the behavior of marine environmental protection. Finally, suggestions are discussed for administrators, teachers, and future research.

abstract: Wildlife endangerment and extinction is a significant and pressing issue. Environmental research notes that if humans hope to preserve wildlife, change needs to occur within the next decade. Therefore, it is important to understand the kinds of messages young adults are receiving about wildlife. This communication may affect their attitudes, beliefs, and ideals toward nature. Communication and socialization remain significant factors in cultivating environmental values in individuals. Memorable messages remain a socialization tool utilized to promote values in others. This study explores the kinds of wildlife messages and underlying values individuals receive by asking them to recall a memorable wildlife message. The study analyzed 108 memorable messages from individuals between the ages of 18-35. The study employs a content analysis to examine message content and values. The study employed sensitizing concepts, such as Stern's Value-Belief-Norm theory to examine the messages’ underlying values, such as altruism and progressivism. Results indicate messages revolve around themes of preservation, stewardship, sanctity, domestication, and complexity of conservation. Of the 108 messages, 66 messages conveyed altruistic and progressive values as defined by Stern while other messages conveyed appreciation, awareness, and dominative values. Additionally, wildlife messages were received mostly through mediated sources. Implications for parents, the media, and wildlife are explored.
Dissertation/Thesis
Masters Thesis Communication Studies 2016