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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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    1. Ji Li & Ying Zhang & Yanghong Hu & Xiaolong Tao & Wanxing Jiang & Lei Qi, 2018. "Developed market or developing market?: A perspective of institutional theory on multinational enterprises’ diversification and sustainable development with environmental protection," Business Strategy and the Environment, Wiley Blackwell, vol. 27(7), pages 858-871, November.
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    3. James G. March, 1991. "Exploration and Exploitation in Organizational Learning," Organization Science, INFORMS, vol. 2(1), pages 71-87, February.
    4. Morgan X. Yang & Ji Li & Irina Y. Yu & Kevin J. Zeng & Jian‐Min (James) Sun, 2019. "Environmentally sustainable or economically sustainable? The effect of Chinese manufacturing firms' corporate sustainable strategy on their green performances," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 989-997, September.
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    1. 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.
    2. 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.
    3. Naveed Ahmad & Zia Ullah & Asif Mahmood & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Heesup Han & Miklas Scholz, 2021. "Corporate Social Responsibility at the Micro-Level as a “New Organizational Value” for Sustainability: Are Females More Aligned towards It?," IJERPH, MDPI, vol. 18(4), pages 1-14, February.
    4. 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.
    5. 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.
    6. 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.

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