Abstract
University social responsibility as recycling and environmental protection attitude is a core issue in higher education. However, scarce research examines the factors that influence individuals' commitment to recycling and environmental preservation, and even less explores how that commitment can lead to preferential behaviour, word of mouth and willingness to sacrifice for recycling and environmental preservation. This study examines the roles of need for self-expression and arousal to explain commitment and whether commitment leads to those behaviours. The study is duplicated in three countries, each representing different cultural dimensions. Data collected from participants at universities in South Korea, USA and Portugal inform a model that supports the majority of the hypotheses and points out some interesting differences in the ways that recycling and environmental preservation should be presented in various cultures to achieve buy-in and behaviour change.
Highlights
Over the past several decades, recycling and environmental preservation have been topics of growing interest in several countries (Loureiro et al, 2012)
As committed individuals are more willing to sacrifice than non-committed individuals (Powell and Van Vugt, 2003; Loureiro, 2011): H4: Affective commitment to recycling and environmental preservation is positively associated with the willingness to sacrifice on behalf of environmental efforts
This study focuses on the antecedents and outcomes of affective commitment toward recycling and environmental preservation and examines the influence of the masculinity of the home culture
Summary
Over the past several decades, recycling and environmental preservation have been topics of growing interest in several countries (Loureiro et al, 2012). Japan has focused on sustainable technology in the car industry, China is concerned in solar and wind energy (Bacani, 2009); Portugal has been at the forefront in reducing pollution and implementing solar and wind energy (Loureiro et al, 2012); South Korea implemented a program of five-year green growth strategy in 2010 (Young, 2010); and in the United. States great emphasis is being placed on sustainability issues by both the government and private sectors (Probst, 2013). While each of these countries has made efforts to encourage its citizens to commit to preservation behaviors, cultural differences are bound to impact the success of these campaigns, yet researchers have not explored the impact of culture on the success of environmental efforts. In order to contribute to fulfil this gap, the main goal of the current study is to apply a proposed model in universities in Portugal, the United States, and South Korea
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