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How Do Individualism and Collectivism Influence Pro-Environmental Purchasing Behavior Based on Environmental Self-Identity?

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  • Joowon Jung

    (Department of Home Economic Education, Dongguk University, Seoul 04620, Republic of Korea)

  • So Yeon Cho

    (Department of Home Economic Education, Dongguk University, Seoul 04620, Republic of Korea)

Abstract

Consumer behavior contributes to the environmental crisis worldwide. This study examines the influence of horizontal and vertical individualism and collectivism (HVIC) on pro-environmental purchasing behavior based on environmental self-identity. We surveyed 542 Korean adults aged 20–69 online. We analyzed the data using correlation, paired t -tests, and multiple regression analyses. First, we found that the group with high-level environmental self-identity showed significantly higher levels of pro-environmental purchasing behavior, horizontal individualism (HI), horizontal collectivism (HC), and vertical collectivism (VC). No significant difference was observed in vertical individualism (VI). Second, in the low-level group, the influencing factors were gender (ref. female), age, VI, and VC. Third, in the high-level group, the influencing factors were HC, HI, and VC. Cultural values are an important aspect of pro-environmental purchasing behavior based on environmental self-identity.

Suggested Citation

  • Joowon Jung & So Yeon Cho, 2023. "How Do Individualism and Collectivism Influence Pro-Environmental Purchasing Behavior Based on Environmental Self-Identity?," Sustainability, MDPI, vol. 15(22), pages 1-11, November.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:22:p:16075-:d:1282686
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    References listed on IDEAS

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    1. Saleem Rahman & Agnieszka Chwialkowska & Nazim Hussain & Waheed Akbar Bhatti & Harri Luomala, 2023. "Cross-cultural perspective on sustainable consumption: implications for consumer motivations and promotion," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(2), pages 997-1016, February.
    2. David M. Evans & Alison L. Browne & Ilse A. Gortemaker, 2020. "Environmental leapfrogging and everyday climate cultures: sustainable water consumption in the Global South," Climatic Change, Springer, vol. 163(1), pages 83-97, November.
    3. Kumar, Bipul & Manrai, Ajay K. & Manrai, Lalita A., 2017. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 1-9.
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