In addition, McCarty and Shrum (1994) investigated the impact of two other
relevant values on consumers’ environmentally conscious behavior: fun/
enjoyment and security. It was found that the fun/enjoyment value was
positively related to attitudes about the importance of recycling and to the
recycling behavior. This relationship makes sense if one considers that those
who value fun and enjoyment in life may see a fulfillment of this end-state
through interaction with the environment. The security value factor was not
significantly related to either the importance of recycling or the recycling
behavior.