Abstract
This article explores the role of personal values and environmental attitudes as antecedents of environmental behavior in handicraft enterprises in Oaxaca and Guanajuato, Mexico. Elaborating on the value-belief norm theory (VBN), the theory of reasoned action (TRA), and the theory of planned behavior (TPB), we analyze survey data obtained from 72 handicraft enterprises using structural equation modeling. Our results show that self-transcendent and openness personal values positively and significantly impact the environmental attitudes of handicraft owners/managers as expected according to the (VBN). However, the TRA and the TPB do not explain environmental behavior in these enterprises.
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