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An institutional perspective on consumers' environmental awareness and pro‐environmental behavioral intention: Evidence from 39 countries

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  • Morgan X. Yang
  • Xuan Tang
  • Man Lai Cheung
  • Ying Zhang

Abstract

We adopted an institutional approach to examine the relationship between environmental awareness and pro‐environmental behavioral intention at the individual level. We also compared the moderating effects of regulative, normative, and cognitive social institutions on this relationship. Based on survey data representing 42,962 consumers from 39 nations, we found that consumers' environmental awareness promoted their pro‐environmental behavioral intention. Moreover, we found that normative social institutions negatively moderated the relationship between environmental awareness and pro‐environmental behavioral intention, whereas cognitive social institutions positively moderated this relationship. This paper concludes with a discussion of the implications of these empirical findings.

Suggested Citation

  • Morgan X. Yang & Xuan Tang & Man Lai Cheung & Ying Zhang, 2021. "An institutional perspective on consumers' environmental awareness and pro‐environmental behavioral intention: Evidence from 39 countries," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 566-575, January.
    • Handle: RePEc:bla:bstrat:v:30:y:2021:i:1:p:566-575
    DOI: 10.1002/bse.2638
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    References listed on IDEAS

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    2. Kairui Cao & Weijie Jiang & Laiqun Jin & Yuanyuan Zhu, 2024. "Does Confucian culture reduce firms' pollution emissions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 1838-1852, May.
    3. Ying Zhang & Hongfei Ruan & Guiyao Tang & Li Tong, 2021. "Power of sustainable development: Does environmental management system certification affect a firm's access to finance?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 3772-3788, December.
    4. Jiarong Shi & Zihao Jiang, 2023. "Willingness to pay a premium price for green products: does a reference group matter?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(8), pages 8699-8727, August.
    5. Leslier Valenzuela-Fernández & Mauricio Guerra-Velásquez & Manuel Escobar-Farfán & Elizabeth Emperatriz García-Salirrosas, 2022. "Influence of COVID-19 on Environmental Awareness, Sustainable Consumption, and Social Responsibility in Latin American Countries," Sustainability, MDPI, vol. 14(19), pages 1-21, October.
    6. Xi Li & Runzhe Yu & Xinwei Su, 2021. "Environmental Beliefs and Pro-Environmental Behavioral Intention of an Environmentally Themed Exhibition Audience: The Mediation Role of Exhibition Attachment," SAGE Open, , vol. 11(2), pages 21582440211, June.
    7. Kang Tan & Abu Bakkar Siddik & Farid Ahammad Sobhani & Muhammad Hamayun & Mohammad Masukujjaman, 2022. "Do Environmental Strategy and Awareness Improve Firms’ Environmental and Financial Performance? The Role of Competitive Advantage," Sustainability, MDPI, vol. 14(17), pages 1-24, August.

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