Climate change, value orientations and consumer behavioural adaptations

This paper develops a theoretical framework for antecedents of environmentally significant consumer behaviour by integrating value-belief-norm (VBN) theory (Stern 2000) and moral norm-activation (MNA) theory of altruism (Schwartz 1973, 1977). Specifically, we establish a conceptual framework for exploration of the impact of hedonistic and altruistic personal value orientations on consumer behavioural responses to climate change initiatives (CCIs). The paper explores the role of national contextual factors in Australia and Sri Lanka for climate change policy making and execution of CCIs. Initial research hypotheses and methodology are offered.