92
our values shape the way we form beliefs, while our beliefs form our values as
well – the interaction is bi-directional and both beliefs and values have the potential
to influence one another (Goodwin et al. 2012). However, we must stress that values
do not change easily or chaotically. Value change needs to be addressed in a
systematic manner, activating pro-environmental goals without activating conflicting values (Bardi et al. 2009; Maio et al. 2009).
Additionally, bearing in mind that all individuals possess all values to a certain
extent (Schwartz 1992), it might be useful to regard values not only as predictors of
behaviour per se but also as moderators for the functioning of beliefs as well. When
one regards values as individual difference variables, one introduces a new layer of
interaction in promoting Environmental Citizenship. Values have the potential to be
changed in order to help people develop more favourable belief-forming strategies
that would lead to increased Environmental Citizenship. There is therefore a great
deal of potential and practical utility in looking at Environmental Citizenship
through the context of the TPB while regarding personal values as individual difference variables that moderate the functioning of the TPB.
6.4.1 Future Directions and Practical Recommendations
Europe is a diverse region with many unique cultures. However, some values, beliefs
and goals are shared among all European citizens, and promoting Environmental
Citizenship is one of them. The common European goal of promoting Environmental
Citizenship could, arguably, be best achieved through the understanding of the
underlying diversity of various cultures. It is therefore understandable that promoting Environmental Citizenship in Europe should be context specific and tailored to
the individual (Poškus 2017, 2018; Poškus and Žukauskienė 2017). Investigating
values of different groups of individuals as well as values relevant to different cultures and regions (Katz-Gerro et al. 2017; Bardi and Goodwin 2011; Bardi et al.
2009; Inglehart and Baker 2000) would lend insight into how these regions could be
best approached to promote Environmental Citizenship. While values are relatively
stable if one’s environment stays constant, they can be activated and shaped through
changes in the environment (Bardi and Schwartz 2013; Bardi et al. 2009), especially
through infrastructural solutions, such as paving bike lanes and providing readily
available recycling bins. The most basic beliefs, on the other hand, are wholly
dependent on the immediate environment and are readily changed when environmental influences reliably change. However, what is important to understand is the
interaction between values and beliefs, since values, as individual difference variables, influence the way individuals form beliefs and, therefore, one cannot reach
sustainable change if the values or beliefs are being addressed separately. In other
words, sustainable change can be achieved by instilling an array of pro- environmental
beliefs that would generalise the moral framework that makes up one’s values. In
addition, these values would need to be constantly reinforced through repeated
examples of perceived desirable outcomes of acting upon one’s beliefs.
A. Balundė et al.
our values shape the way we form beliefs, while our beliefs form our values as
well – the interaction is bi-directional and both beliefs and values have the potential
to influence one another (Goodwin et al. 2012). However, we must stress that values
do not change easily or chaotically. Value change needs to be addressed in a
systematic manner, activating pro-environmental goals without activating conflicting values (Bardi et al. 2009; Maio et al. 2009).
Additionally, bearing in mind that all individuals possess all values to a certain
extent (Schwartz 1992), it might be useful to regard values not only as predictors of
behaviour per se but also as moderators for the functioning of beliefs as well. When
one regards values as individual difference variables, one introduces a new layer of
interaction in promoting Environmental Citizenship. Values have the potential to be
changed in order to help people develop more favourable belief-forming strategies
that would lead to increased Environmental Citizenship. There is therefore a great
deal of potential and practical utility in looking at Environmental Citizenship
through the context of the TPB while regarding personal values as individual difference variables that moderate the functioning of the TPB.
6.4.1 Future Directions and Practical Recommendations
Europe is a diverse region with many unique cultures. However, some values, beliefs
and goals are shared among all European citizens, and promoting Environmental
Citizenship is one of them. The common European goal of promoting Environmental
Citizenship could, arguably, be best achieved through the understanding of the
underlying diversity of various cultures. It is therefore understandable that promoting Environmental Citizenship in Europe should be context specific and tailored to
the individual (Poškus 2017, 2018; Poškus and Žukauskienė 2017). Investigating
values of different groups of individuals as well as values relevant to different cultures and regions (Katz-Gerro et al. 2017; Bardi and Goodwin 2011; Bardi et al.
2009; Inglehart and Baker 2000) would lend insight into how these regions could be
best approached to promote Environmental Citizenship. While values are relatively
stable if one’s environment stays constant, they can be activated and shaped through
changes in the environment (Bardi and Schwartz 2013; Bardi et al. 2009), especially
through infrastructural solutions, such as paving bike lanes and providing readily
available recycling bins. The most basic beliefs, on the other hand, are wholly
dependent on the immediate environment and are readily changed when environmental influences reliably change. However, what is important to understand is the
interaction between values and beliefs, since values, as individual difference variables, influence the way individuals form beliefs and, therefore, one cannot reach
sustainable change if the values or beliefs are being addressed separately. In other
words, sustainable change can be achieved by instilling an array of pro- environmental
beliefs that would generalise the moral framework that makes up one’s values. In
addition, these values would need to be constantly reinforced through repeated
examples of perceived desirable outcomes of acting upon one’s beliefs.
A. Balundė et al.