Abstract:
According to Homer and Kahle’s (1988) cognitive hierarchy model, values indirectly
influence behavior through attitudes. The model posits that the influence theoretically
flows from more abstract cognitions to mid-range cognitions to specific behaviors.
This paper tests the cross-cultural validity of the model across samples from
Brazil, New Zealand, and South Africa. The paper specifically tests whether environmental
attitudes would completely mediate the influence of both altruistic and
self-enhancement values on ecological behavior. This study also extended the model
by including perceived threats from environmental problems. Supporting the
expanded model, environmental attitudes fully mediated the influence of both values
and perceived environmental threat on ecological behavior. This article provides
empirical support for using the cognitive hierarchy model across cultures.jasp_
