The assumption of responsibility for an action evoked by guilt may result in the individual to engage in different behaviour. This can be explained using the values-beliefs norms (VBN) theory.

Values stem from a general encompassing principle which shaped how we act or think. Values also play an important part in encouraging pro-environmental actions. It also underlies the attitudes, preferences and behaviour.

Environmental values influence:

• • The general beliefs about the environment &
  • The beliefs about the consequences of environmental change (which involve influencing personal norms about taking actions).

Values can also affect attitudes – which represent an evaluative reaction to a specific issue (arising from general values). Attitudes can affect the behaviour we engage in. In order to avoid violating action that has adverse effects, the behaviour that an individual engages will be driven by the personal norms and standards on pro-environmental actions.