Abstract
The objective of this study to determine the latent factors influencing people to lead their pro-environmental personal norm. The subjects consist of 141 residents living in the upstream area of Cimanuk River, Indonesia. We used the data collected from a questionnaire survey. The data was verified to fit with our model which hypothesized “pro-environmental personal norm” attitudes towards “ascription of responsibility”, “awareness of consequences” and “new ecological paradigm” in relation to the Value-Belief-Norm theory made by Stern. Our results suggested that a causal chain of “awareness of consequences” and “intellectual desire for environmental education”. In conclusion, we formulated our model of pro-environmental personal norm as influenced by factors that the relationship between “ascription of responsibility”, “intellectual desire for environmental education” and “awareness of consequences”.
