Constantinos N. Leonidou, V. Gruber, B. Schlegelmilch
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Consumers’ Environmental Sustainability Beliefs and Activism: A Cross-Cultural Examination
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.
期刊介绍:
As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.