HO-CHIA CHUEH2021-02-202021-02-202020https://www.scopus.com/inward/record.url?eid=2-s2.0-85085398149&partnerID=40&md5=bd1dae368bba1468f27d401182db3b9chttps://scholars.lib.ntu.edu.tw/handle/123456789/549021This paper empirically supports environmental courses and activities based upon 'parental altruism' as an effective environmental education in developing citizen's pro-environmental values, attitudes, and behaviors. This is a case study of the Homemaker's Union Consumer Cooperation (HUCC), a prominent environmental consumer non-profit organization in Taiwan with over 70000 members. Re-examining Paulo Freire's critical dialogical pedagogy, this study uses Paul Stern's three levels of value orientation to investigate changes of HUCC members' consumption behaviors. The courses and activities with parental-care are efficiently received by members than those of critical knowledge with the environment in terms of developing pro-environmental behaviors. Parental altruism is the key in changing consumer's environmental values. This finding contributes to rethinking the meaning of dialogue in environmental education. © John Benjamins Publishing CompanyCritical consciousness; Dialogue; Environmental education; Parental altruism; Sustainable consumption[SDGs]SDG2[SDGs]SDG4[SDGs]SDG12[SDGs]SDG13[SDGs]SDG14[SDGs]SDG15journal article10.1075/ld.00061.chu2-s2.0-85085398149