Abstract
According to Hofstede’s theory of cultural dimensions, cultures differ in cultural values and norms; values and norms that may influence differences in trendsetting, creative traits, and behaviors, and pro-environmental behaviors. Further, because men and women have been socialized within particular cultures, gender differences may exist in trendsetting, creative traits and behaviors, and pro-environmental behaviors. Trendsetters have characteristics that are interrelated with creative traits and behaviors, perhaps inclining them to endorse pro-environmental behaviors. However, the interrelationships among these variables remain unexplored. Thus, the purpose of this study was to examine these three variables among college students in South Korea and the United States (U.S.), specifically looking at cultural and gender differences. Participants were 225 Korean college students and 221 U.S. college students. Questionnaires included demographic items and scales measuring trendsetting, creative traits and behaviors, and pro-environmental behaviors. Data analyses included descriptive statistics, Cronbach’s alpha reliability, MANOVA, ANOVA, and SNK posthoc test. Results show that U.S. (vs. Korean) students indicated greater trendsetting and creative traits and behaviors but not greater pro-environmental behaviors. Fashion trendsetting groups in both Korea and the U.S. differed in creative traits and behaviors and pro-environmental behaviors. Among Korean trendsetting groups, reluctant adopters scored lowest on creative traits and behaviors and pro-environmental behaviors. Among U.S. trendsetting groups, trendsetters the scored highest on creative traits and behaviors and pro-environmental behaviors; reluctant adopters scored lowest on pro-environmental behaviors. Theoretical and practical implications are provided for researchers and marketers.
Highlights
Globalization links countries, markets, and societies around the world
Hypothesis 1 (H1), Hypothesis 2 (H2), Hypothesis 3 (H3), Hypothesis 4 (H4), Hypothesis 8 (H8), and Hypothesis 9 (H9) were tested with a MANOVA, with country and gender as independent variables and trendsetting questionnaire, creative traits and behavior, and pro-environmental behaviors as dependent variables
There was no significant interaction between country and gender on the dependent variables
Summary
Globalization links countries, markets, and societies around the world. Creativity and pro-environmental behaviors are essential to address environmental problems and promote sustainability worldwide. Fundamental questions remain unanswered: which consumers are among the first to adopt creative innovations, and which consumers possess pro-environmental attitudes? Individuals vary in time of adoption of innovative products (such as fashion) and ideas (such as pro-environmental attitudes). Creative traits and pro-environmental attitudes will affect the process of innovation adoption and diffusion. Because trendsetters have characteristics that are interrelated with creative traits and behaviors, the trendsetting group seems likely to participate in more pro-environmental behaviors than groups that adopt later or resist adopting innovations. No research has analyzed the relationships among trendsetting, creative traits and behaviors, and pro-environmental behaviors. Analysis of similarities and differences in these variables in different countries may provide information about how pro-environmental behaviors can be encouraged in the future
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