Personality factors at the base of sustainable behavior: A first approach across two universities

The theoretical framework on the cognitive information processing holds that mental processes such as formation of beliefs, attitudes, or perceptions are impossible to directly observe and measure. This condition is resolved by implementing questionnaires integrated with hypothetical variables which can measure individual responses as real entities. Hypothetical variables related to individual personality features in this study were ascription of responsibility, universal values, personal skills, and awareness of consequences. Universal values discern on inherent conflicts among people\u92s motivational goals. Personal skills are concerned with the capacity to understand the intentions of others and oneself. Ascription of responsibility and awareness of consequences explain people\u92s desire to take action. The four factors are statistically highly related and proved explaining the construct of sustainable behavior (SB) (Juárez-Nájera, 2009). SB as is defined in this work is an effective disposition to act. It was tested by applying a 67-issue questionnaire among 106 participants, 69 Mexicans from the Universidad Autónoma Metropolitana, Azcapotzalco campus and 37 Germans from Leuphana Universitaet Lueneburg, Institut fur Umweltkommunication. SB was validated by means of an exploratory principal component analysis (PCA) which searches a factor structure underlying the hypothetical variables. To this end, this paper presents a pattern of the first components found by the PCA and the representative relations of the personality factors which explains sustainable behavior across participants in higher education institutions from two countries with vastly different cultures and economies. Ascription of responsibility appears as the main personal factor