HI Vivek:

You ask whether Individual values affect the green behavior. As I see it green behavior is any behavior that respects nature (e.g., not to  pollute water, air, and the like). 

I wonder whether you are acquainted with Peter Kahn's work on ecological-moral reasoning. He formulated two environmental orientations or two types of ecological-moral reasoning: Anthropocentric reasoning and biocentric reasoning. The former values natures because it is useful for us (e.g., "We should not pollute water because polluted water is dangerous for our health"). The latter values nature in itself (e.g., "We should not pollute water because water has value in itself and, hence,  it should not be polluted "). The existence of these two environmental orientations has been found in different cultures. It has also been found that biocentric reasoning appears more in adolescents and adults than in children. 

I think that it should be highly interesting to analyze individual's green behavior as a function of their Kohlbergian level (pre-conventional, conventional, post-conventional) and stage (1, 2, 3, 4, 5, 6) of moral reasoning.

Let's us suppose that you ask to a sample aged, for example, between 8 and 30, the following. "Should/Should we not pollute water and why".

Consider the case of an individual who says that we should not pollute water because if we pollute it we can be caught up and put in prison. In Kohlberg's theory this answer would be a stage-1 environmental answer. Think of an individual who says that we should not pollute water because if we pollute it we can be caught up and have problem with the police. This answer would be a stage-2 environmental answer. As you certainly know, stages 1 and 2 are pre-conventional stages in Kohlberg's theory. Pre-conventional individuals' moral reasoning is egocentric in its very nature. At this level, individuals' moral or moral-ecological reasoning is guided only by personal, individualist, and egoistic concerns.

Consider now the case of an individual who says that we should not pollute water because if we pollute it and are caught up people are going to say that we are not decent and nice guys. This answer would be a stage-3 environmental answer. Note the case of an individual who says, for example, that we should not pollute water because when we pollute water we, as  it were, are opening a dangerous precedent, which can give others the idea that there is nothing wrong when we pollute water, air, and the like.This answer would be a stage-4environmental answer. As you certainly know, stages 3 and 4 are conventional stages in Kohlberg's theory. Conventional individuals' moral or ecological moral reasoning goes beyond egocentric and personal wants and desires and takes into account others' expectations and existing social rules and moral norms.

Consider now the case of an individual who says that when we perform, say, non-green behaviors, such as to pollute water, air, or destroy forests, we are introducing chaos in the  harmony of the universe and, hence, we are distancing ourselves of a cosmic perspective which seems, as it  were, to govern the universe. As the late Kohlberg gave up his stage 6, this answer would be a stage-5 environmental  answer.As you certainly know, stages 5 and 6 are post-conventional stages in  Kohlberg's theory.

Although Kahn's work is related to Kohlberg's theory, I know of no study that analyzes one's green or environmental concerns according Kohlberg's theory of levels and  stages  of moral reasoning.

I hope that I have got your  question and that this helps.

Best regards.

Orlando

Dear Vivek Verma, 

From my opinion, the individual value would surely affect their behaviours. In agreement with Mr.Orlando's answers, of which very knowledgeable answers for myself too. If I may added, the green behaviours has been deviate from original purpose too, and in some culture, behaving in the green manners were becoming fashions and trends, while it encourage more people to behave in preferable environmental friendly manner, it could also lead to under-value the core purpose of protecting and respecting the environment, if the motivation was to be fitting in, or being in trend, without truly acknowledge or associate with the need to protect the world resource. So, my point is that when the assessments for capturing individual value based upon valuing the nature or their moral reasoning would not be enough. Maybe you can design or add item to capture their reasoning on major environmental issues, for example, capitalism with over-using the natural resource for own benefit, beyond ability or break time for nature to revive itself. While today's living condition, are based on the products as well, the meters of an individual's moral values may varies. However, one may seek to determine how individual feel responsibility for such environmental event, like unexpected climate changes, and asked the participants to score on the scale, could help as moral sense of valuing nature, and the sense of how one feel the responsibility to act upon. Or how an individual truly believe their small act as individual could actually lead to improvement or protection of the planet's resource. 

In Thailand, there are people that working to protect the green earth, while some group went to event like planting forest, since it is something everyone is doing so, while some group may went to such event for vacation, just to get away from town, while their behaviors may seemingly nurture the green, they may not behaving green in their personal life, such as perchasing protected or illegal wood products, they may continue to throw gabbage into the river. Thus, I think the individual values are very important, but more subtle contents should also be examine. 

I wish you best of lucks in your research.

Yours sincerely, 

Siriporn Pipatshukiat.

You might also want to look at political orientation - i.e. conservativisim and political affiliation because, almost certainly, these are going to be associated with antrhopo- and biocentric reasoning and would be an interesting dimension to include.

Hi, Richard thank you for your response. Absolutely anthropocentric and biocentric values will have an impact on the green consumer behavior. Definitely will work on these issues.

Thank you Siriporn Pipatshukiat i will definitely use your suggestions.

Dear Vivek Verma,

Thank you for considering my suggestion. Your project would lead to a major impact at individual level, within individual's belief system. If there is anything I can do, please do not hesitate to contact me.

Lastly, Happy new year and God blessed!

Yours Sincerely,

Siriporn P.

Thank you Siriporn I would be very happy to work with you. will definitely contact you.