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

Joowon Jung and So Yeon Cho ()
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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

Sustainability, 2023, vol. 15, issue 22, 1-11

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.

Keywords: pro-environmental purchasing behavior; horizontal collectivism; horizontal individualism; vertical collectivism; vertical individualism; environmental self-identity (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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