The effects of value-belief-norm (VBN) theory and two green print advertisement types were examined to determine which variables contributed significantly to intention to engage in proenvironmental consumer behavior. VBN theory was generally found to significantly contribute to an individual’s intention to engage in proenvironmental consumer behavior in both green print advertisements high and low in environmental claim specificity. Further, individuals endorsing a high egoistic value orientation, high ascription of responsibility, and high personal norm activation had increased intention to engage in proenvironmental consumer behavior when the environmental claim of the green print advertisement was low in specificity compared to when the environmental claim of the advertisement was high in specificity. Results suggest that VBN theory helps predict an individual’s overall intention to engage in proenvironmental consumer behavior. Additionally, results suggest that those individuals interested primarily in self, who feel a sense of responsibility for contributing to environmental pollution, and who feel action should be taken to reduce that pollution, will have increased intention to purchase a green product when the environmental benefits in the print advertisement are low in specificity.
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