This study proposed a model of behavioral intentions in multiple types of pro-environmental behavior. The model assumed that: (1) the goal to reduce carbon dioxide (CO2) emissions has a positive impact on pro-environmental behavioral intentions; (2) goal effect size depends on the perceived effectiveness and ease of the pro-environmental behavior; and (3) that the mottainai predisposition to respect resources also has a positive effect on pro-environmental behavioral intentions. The data from 341 Japanese respondents were used to test the model, while considering electricity and gas savings, garbage reduction, and automobile use reduction. The results of regression analyses supported all model assumptions except for the effect of mottainai predisposition on behavioral intentions to reduce automobile usage.
Samenvatting