Abstract
This paper focuses on investigating the relationship between culture and green attitudes and environmental behavior across two countries representing societies with different cultural norms. The paper presents a theoretical model suggesting that individual level cultural differences influence consumer’s environmental consciousness which then influence their green consumerism and active ecological Behaviors’. Data was collected using survey research from two countries representing societies with different cultural norms—the United States and India. SmartPLS was used to assess the quality of the measurement model and test the proposed research hypotheses. Although the United States is a society that is generally driven by individualism and mastery orientation, study results indicate that at the individual level people attitudes and behaviors might be influenced by different orientations depending on the consumption situation. Overall, study findings highlight the value in understanding the influence of cultural factors at the individual level and not just at the country level.
Highlights
Environmental degradation is of increasing concern around the world (Ritter et al, 2015; Fraj-Andres, 2008; Laroche et al, 2002)
While most existing research focused on the influence of these cultural factors on environmental attitudes and behaviors at the country level, we investigated such issues at the individual consumer level
We highlight the value in understanding the influence of cultural factors at the individual level and not just at the country level
Summary
Environmental degradation is of increasing concern around the world (Ritter et al, 2015; Fraj-Andres, 2008; Laroche et al, 2002). Environmental concern is important from both business and consumer perspectives (Cho et al, 2013; Schultz, 2002). Not everyone is pursuing pro-environmental (green) Behavior. People make decisions based on a multitude of criteria, some of which are culturally-based (Cho et al, 2013), and some are not (Haniffa et al, 2000; Milfont et al, 2006). Milfont et al (2006) noted the impact of culture stating that it can influence the environmental attitudes people will likely develop and subsequent green behavior people will likely take. Individuals may base their actions on individualistic, collectivistic, or a combination of both influences without consciously being aware of this fact (Hofstede, 1984; Cavusgil et al, 2017; McCarty et al, 2001)
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