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ISSN : 1229-8778
The purpose of this study is to examine that perceived psychological distance of advertisement message has a moderating effect in exploring the influence of perceived risk, and environmental value orientation on environmental behavior. This study suppose that environmental value orientation is composed of personal interest and collective interest. The perceived psychological distance of advertisement message is divided by high level vs. low level related information based on construal level theory. The result shows that personal interest in environment increases the intention of pro-environmental behavior in case of low level related information and collective interest in environment increases the intention of pro-environmental behavior in case of high level related information on the other hand. In the relation between perceived risk for environment and intention of pro-environmental behavior, high level of perceived risk increases the intention of pro-environmental behavior in case of low level related information and low level of perceived risk increases the intention of pro-environmental behavior in case of high level related information. This study give an implication that the type of environmental value orientation and the level of perceived risk for environment could increase pro-environmental behavior depending on how advertisement message is interpreted by recipient.
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