Abstract:
The primary objective of the study was to examine the effect of values (biospheric
values, altruistic values, egoistic values and openness to change values) on voluntary
pro-environmental behaviour of employees of SMMEs.In addition, the study
investigated the moderating effect of demographic variables (gender, age and level of
education) in the relationship between values and pro-environmental behaviour. The
quantitative approach was utilised and the cross-sectional survey method was used
to collect data from the respondents that were conveniently sampled. The Cronbach’s
alpha was used to measure reliability and the Partial Least Square Structural Equation
Modelling (PLS SEM) was utilised to analyse data. The findings of the study indicated
that biospheric values has a negative relationship with employees’ voluntary proenvironmental
behaviour. Three values (altruistic, egoistic and openness to change
values) have significant positive relationships with voluntary pro-environmental
behaviour of employees. The moderating effects of gender, age and level of education
are insignificant. Recommendations on how to use values to improve the voluntary
pro-environmental behaviour of employees of SMMEs are outlined.
