Abstract
Zhongyong (golden mean) is a typical Oriental Confucius thought that addresses interpersonal harmony and interdependence. A moderated mediating model was used in this study to examine the relationship between Zhongyong and environmental behavior. The results of our model showed that Zhongyong was positively associated with environmental behavior. In comparison to people with lower levels of Zhongyong, respondents with higher levels of Zhongyong had a significantly higher scores for collective efficacy, personal norms, and environmental behavior. Furthermore, Zhongyong indirectly influenced environmental behavior through collective efficacy and personal norms. More importantly, we introduced two extrinsic moderator variables: environmental concerns and interpersonal communication. The reasons Zhongyong works and how to take advantage of this Oriental cultural heritage to promote an individual’s pro-environmental willingness are further discussed.
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