Consumers’ Environmental Sustainability Beliefs and Activism : A Cross-Cultural Examination - emlyon business school Access content directly
Journal Articles Journal of International Marketing Year : 2022

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

Constantinos N. Leonidou
  • Function : Author
Bodo B. Schlegelmilch
  • Function : Author

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.
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Dates and versions

hal-04558564 , version 1 (25-04-2024)

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  • HAL Id : hal-04558564 , version 1

Cite

Constantinos N. Leonidou, Verena Gruber, Bodo B. Schlegelmilch. Consumers’ Environmental Sustainability Beliefs and Activism : A Cross-Cultural Examination. Journal of International Marketing, 2022, 30 (4), 78-104 p. ⟨hal-04558564⟩

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