This paper presents the examination of a particular theoretical framework that incorporated the moderating role of demographics in a mediated by negative attitudes relationship between values and pro-environmental behaviour. The hypothesised hierarchical impact of Universalism (Un) on pro-environmental purchasing behaviour (PPB) through the mediation of environmental unconcern (EU) was verified, while age was found to moderate the relationship between attitudes and behaviour. Yet, a clear generational effect was indicated as younger consumers (less than 35 years old), who are less inhibited by environmental unconcern, are more likely to get engaged in PPB than their older counterparts are. The verification of this particular theoretical framework revealed nested, not apparent, aspects of the grid of PPB antecedents. It is implied that the overall effort towards PPB should start by inculcating self-transcendence values in young people's minds and continue by acknowledging, understanding and facing their unconcern tendency instead of just reporting some alleged direct motives towards PPB.

中文翻译：

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亲环境采购中的嵌套关​​系：一个有调节的中介模型

本文介绍了对特定理论框架的检验，该框架将人口统计学在价值观和亲环境行为之间的消极态度关系中的调节作用结合起来。普遍主义（Un）通过环境不关心（EU）的中介对亲环境购买行为（PPB）的假设等级影响得到验证，而年龄被发现可以调节态度和行为之间的关系。然而，明显的代际效应表明，年轻消费者（小于 35 岁）较少受到环境不关心的抑制，比年长的消费者更有可能参与 PPB。这个特定理论框架的验证揭示了 PPB 前因网格的嵌套的、不明显的方面。