theories suggest that an individual’s
values are organised in a cognitive belief
hierarchy consisting of global values,
domain-specific values and attitudes (Rokeach,
1973; Vinson et al., 1977). The first level
corresponds to the type of values defined by
Rokeach (1973) and Schwartz (1992), who
considered values as trans-situational, enduring beliefs concerning desired states of
existence or modes of behaviour. Global values
are the most central belief category. Values are
not directed towards any specific object or
idea; rather, they provide standards relating to
modes of conduct, goals and evaluations
(Lessig, 1975). Some values may be centrally
located within a person’s belief system, and
may therefore be closely related to the self
(Verplanken and Holland, 2002). These values
can thus be considered to guide our behaviour,