TY - JOUR
T1 - To be or not to be green
T2 - Exploring individualism and collectivism as antecedents of environmental behavior
AU - Cho, Yoon Na
AU - Thyroff, Anastasia
AU - Rapert, Molly I.
AU - Park, Seong Yeon
AU - Lee, Hyun Ju
PY - 2013/8
Y1 - 2013/8
N2 - 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.
AB - 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.
KW - Collectivism
KW - Cross-cultural
KW - Environmental attitude
KW - Environmental commitment
KW - Individualism
KW - Perceived consumer effectiveness
KW - Sustainability
UR - http://www.scopus.com/inward/record.url?scp=84877653250&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2012.08.020
DO - 10.1016/j.jbusres.2012.08.020
M3 - Article
AN - SCOPUS:84877653250
SN - 0148-2963
VL - 66
SP - 1052
EP - 1059
JO - Journal of Business Research
JF - Journal of Business Research
IS - 8
ER -