Özet:

Although it requires an ecological perspective to understand the environmental problems of the whole world, it is necessary to examine the value structures that have an impact on behaviors considering the impact of the human in these problems. In this study, the value structures "Self-transcendence" and "Self-enhancement" value groups in the dimension of individual values, which are the second axis of the scale known as the Schwartz Values Scale; Environmentally conscious consumption behaviors trends according to as Conservative consumption, Recycling supporting and Environmental purchasing behaviors is aimed to be classified. In order to understand the effect of value structures such as “universalism”, “benevolence”, “power”, “achievement” and “hedonism” on environmental behavior types; A total of 203 data were collected from a university student in the USA using Multinominal Logistic Regression Analysis. According to obtained the model, the individuals who are in the tendency of Conservative consumption according to the individuals who are in the tendency Environmental purchasing behaviors, about values "universalism" and "success" impact on negative; but value "benevolence" as positive; however, it is understood that individuals who are tendency to recycling support and individuals who have a tendency to save consumption do not differ in terms of their value structures.

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