Pro-environmental behaviors and personal values in Africa

This theoretical research aims to highlight an explanatory model of the relationship between personal values and pro-environmental behaviors of the consumer through the guilt felt. From the synthesis of the work it appears that the guilt felt by the consumer could significantly influence the relationship between the adoption of a pro-environmental behavior and the different personal values. This fact led to the development of a conceptual model whose main results from the empirical approach will be presented in the next book.