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Belief is considered an important component in influencing ecological behaviour. In VBN theory that developed specifically for the study of environmental related actions, ecological belief is being measured by three different variables. This seems making the situation more complex and complicated in measuring a person’s belief. As such, this study aims to explore this value-belief relationship by using another approach. The value-belief relationship was tested by using a new single belief variable that needs to be more validated in more studies. Additionally, the mediating effect of ecological belief which is lack of understanding is also being tested. Results reveal that ecoaltruistic values and openness to change significantly affect both ecological belief and ecological behaviour. It is also found that ecological belief significantly affects ecological behaviour. Additionally, ecological belief mediates the relationships between ecolatruistic values and ecological behaviour as well as between openness to change and ecological behaviour. The present study is among the pioneers to consider ecological belief as the mediator between ecological values and ecological behaviour. The findings elaborate the existing knowledge of individual’s ecological belief in the context of energy efficiency/ saving appliances purchase.

The Mediating Role of Ecological Beliefs between Personal Values and Ecological Behaviour