Whether or not different environmentally beneficial choices have common motivational causes are discussed in the framework of partial correlation analysis with structural equation modelling. Correlations between recycling, buying organic food products, and using public transport or bicycle are analyzed based on telephone interviews with a random sample of about 1100 Danish residents and two replication samples of about 300 from the same population. The study finds that theoretically meaningful correlations are suppressed by background characteristics. Common motivational causes, viz., environmental values and environmental concern, can account for the significant partial correlations between behaviors, after controlling for background characteristics.
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The 2004 Marketing & Public Policy Conference, Salt Lake City, UT