To be or not to be green: Exploring individualism and collectivism as antecedents of environmental behavior

Yoon Na Cho, Anastasia Thyroff, Molly I. Rapert, Seong Yeon Park, Hyun Ju Lee

Research output: Contribution to journalArticlepeer-review

178 Scopus citations

Abstract

Sustainability and environmental initiatives continue to receive an increasing amount of attention, both within the corporate, consumer, and individual domains of behavior. As individuals act on their environmental interests, or lack thereof, it is incumbent upon researchers to continue delineating factors that may influence the commitment and behaviors that take place. To this end, this research effort capitalizes on the long history of cultural orientation, examining the influence of individualism and collectivism as antecedents to perceived consumer effectiveness (PCE), environmental attitude, and environmental commitment. Utilizing cross-cultural data drawn from South Korea and the United States, the empirical results provide support for horizontal collectivism and vertical individualism as important influencers of perceived consumer effectiveness. In turn, PCE positively affects environmental attitude which results in pro-environmental commitment manifested in specific behavioral intentions.

Original languageEnglish
Pages (from-to)1052-1059
Number of pages8
JournalJournal of Business Research
Volume66
Issue number8
DOIs
StatePublished - Aug 2013

Keywords

  • Collectivism
  • Cross-cultural
  • Environmental attitude
  • Environmental commitment
  • Individualism
  • Perceived consumer effectiveness
  • Sustainability

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