This article addresses the link existing between sustainable behavior (SB) and the character strengths that constitute universal virtues. Research was conducted to confirm the idea that SB comprises actions of virtuous nature. SB is defined as a positive behavior aimed at the protection of the socio-physical environment, including pro-ecological, altruistic, frugal, and equitable behaviors as its constituting facets. Four hundred eighty Mexican participants responded to the Values in Action Survey—measuring character strengths—and a questionnaire assessing SB. A structural equation model was specified and tested. The results confirmed the presence of six first-order factors (character strengths) so highly interrelated as to produce a higher order factor of “common virtues.” A SB factor was also formed from the interrelations between pro-ecological, altruistic, frugal, and equitable behaviors. The common virtues factor was strongly related to SB (R2 =.54), supporting the hypothesized virtuous nature of SB.
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© 2014, © 2014 SAGE Publications.
- character strengths
- pro-social behavior
- sustainable behavior