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We report a study which explored sustainable development self-efficacy (SDSE) beliefs, that is, domainspecific self-efficacy beliefs concerning one′s ability to foster sus-tainable development. We propose that the following aspects be considered whenstudying SDSE: Three dimensions of sustainable development (environmental preservation, social fairness, economic welfare) and direct as well as indirect behaviorsinfluencing sustainable development. In anonline survey among Norwegian consumers(N = 402), we measured SDSE, general self-efficacy (GSE; Schwarzer, 1993), and twoindicators of sustainable consumption. Afactor analysis yielded four separable facetsof SDSE: The perceived ability (i) to en-courage others to act sustainably, (ii) to promote environmental preservation by one′sown actions and consumption decisions, (iii) to promote social fairness and economicwelfare through one′s consumption, and (iv) to promote social fairness and economicwelfare through one′s actions in general.Self-efficacy concerning encouraging othersturned out to be the strongest predictor of sustainable consumption behavior, strongerthan self-efficacy concerning directly preserving the environment. The latter was a significant predictor only for choices of ecological produce. GSE did not contribute to predicting sustainable consumption. We dis-cuss the structure of the SDSE concept, itsrole in shaping sustainable consumption decisions, and how it might be extended in future studies.
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