Consumers’ Environmental Sustainability Beliefs and Activism: A Cross-Cultural Examination

Constantinos N. Leonidou, Verena Gruber () and Bodo B. Schlegelmilch
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Constantinos N. Leonidou: Open University of Cyprus, University of Leeds
Verena Gruber: HEC Montréal - HEC Montréal
Bodo B. Schlegelmilch: Universität Wien = University of Vienna

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Abstract: Environmental sustainability research suffers from a paucity of comprehensive, cross-cultural investigations and lacks insight into the interplay of human values and environmental beliefs and behaviors. In addition, despite the importance of understanding why consumers engage in active attempts to protect the environment, studies examining the role of environmental sustainability activism remain scarce, poorly integrated, and ill-defined. Against this backdrop, this research captures the links of specific human values with environmental sustainability beliefs and their subsequent relationships with individuals' environmental sustainability activism and quality of life. Using data from the United States and China, the authors show that religiosity and interdependence are consistently related to environmental sustainability beliefs, whereas, contrary to previous findings, materialism has no significant relationship. In addition, generativity is positively linked with environmental sustainability beliefs only in the U.S. sample, whereas family values are significant only in the China sample. The results show that environmental sustainability beliefs influence environmental sustainability activism, which in turn is linked with individual perceptions of superior quality of life. The study discusses several implications for practice and identifies fruitful future research directions.

Keywords: values; value–belief–norm theory; environmental sustainability; activism; beliefs; quality of life (search for similar items in EconPapers)
Date: 2022-12-01
New Economics Papers: this item is included in nep-env
Note: View the original document on HAL open archive server: https://hal.science/hal-04558564v1
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Citations: View citations in EconPapers (1)

Published in Journal of International Marketing, 2022, 30 (4), 78-104 p. ⟨10.1177/1069031X221128786⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04558564

DOI: 10.1177/1069031X221128786

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