It is commonly understood that over-arching transcendental values (TVs) play a major role in directly influencing individual and group behaviours, including those relating to the environment. This paper challenges this approach, by arguing that there is good evidence to indicate that personal contexts – rather than TVs – inform many decisions that individuals need to make. As such, the paper argues that individuals use their TVs as a guide to forming contextual values, in a way that TVs only influence daily (...) behaviours indirectly. In order to review the potential utility of these arguments, we offer a secondary analysis of the International Social Survey Programme. The results indicate that contexts can influence behaviours independently of the set of (transcendental) values that people may hold. (shrink)