Abstract
The importance of environmentally significant behaviours within social change processes is increasingly being recognised, despite its complex nature. Multiple factors operate in situation-specific instances, arising with various underlying personal values that influence behaviour. Various value categories have been discerned, such as bioaltruistic clusters, which are substantially dissimilar from egoistic value clusters. This pilot research reports on the results of a questionnaire administered to 101 undergraduate students that contained a range of indices to measure participant's satisfaction with life, voluntary simplicity, social desirability, biophilia, environmentalism, and Rokeach terminal values (or life goals). The exploratory results showed a clear value set underlying voluntary simplicity, biophilia and environmentalism, and might be interpreted as implying that marketing campaigns for environmental products need to focus on specific value clusters, suggesting in turn that disparate consumer niches be targeted with unique promotional material focussing on these discrete value clusters.