IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i22p16075-d1282686.html
   My bibliography  Save this article

How Do Individualism and Collectivism Influence Pro-Environmental Purchasing Behavior Based on Environmental Self-Identity?

Author

Listed:
  • Joowon Jung

    (Department of Home Economic Education, Dongguk University, Seoul 04620, Republic of Korea)

  • So Yeon Cho

    (Department of Home Economic Education, Dongguk University, Seoul 04620, Republic of Korea)

Abstract

Consumer behavior contributes to the environmental crisis worldwide. This study examines the influence of horizontal and vertical individualism and collectivism (HVIC) on pro-environmental purchasing behavior based on environmental self-identity. We surveyed 542 Korean adults aged 20–69 online. We analyzed the data using correlation, paired t -tests, and multiple regression analyses. First, we found that the group with high-level environmental self-identity showed significantly higher levels of pro-environmental purchasing behavior, horizontal individualism (HI), horizontal collectivism (HC), and vertical collectivism (VC). No significant difference was observed in vertical individualism (VI). Second, in the low-level group, the influencing factors were gender (ref. female), age, VI, and VC. Third, in the high-level group, the influencing factors were HC, HI, and VC. Cultural values are an important aspect of pro-environmental purchasing behavior based on environmental self-identity.

Suggested Citation

  • Joowon Jung & So Yeon Cho, 2023. "How Do Individualism and Collectivism Influence Pro-Environmental Purchasing Behavior Based on Environmental Self-Identity?," Sustainability, MDPI, vol. 15(22), pages 1-11, November.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:22:p:16075-:d:1282686
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/22/16075/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/22/16075/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Saleem Rahman & Agnieszka Chwialkowska & Nazim Hussain & Waheed Akbar Bhatti & Harri Luomala, 2023. "Cross-cultural perspective on sustainable consumption: implications for consumer motivations and promotion," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(2), pages 997-1016, February.
    2. David M. Evans & Alison L. Browne & Ilse A. Gortemaker, 2020. "Environmental leapfrogging and everyday climate cultures: sustainable water consumption in the Global South," Climatic Change, Springer, vol. 163(1), pages 83-97, November.
    3. Kumar, Bipul & Manrai, Ajay K. & Manrai, Lalita A., 2017. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 1-9.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Andrea Guazzini & Marina Baroni & Maria Fiorenza & Sofia Sprugnoli & Giulia Valdrighi & Mirko Duradoni, 2025. "Development and Validation of the New Environmental Locus of Control (NE-LOC) Scale: A Novel Measure of Internal, External, and Community Locus of Control for Sustainability," Sustainability, MDPI, vol. 17(13), pages 1-23, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Saleem Rahman & Agnieszka Chwialkowska & Nazim Hussain & Waheed Akbar Bhatti & Harri Luomala, 2023. "Cross-cultural perspective on sustainable consumption: implications for consumer motivations and promotion," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(2), pages 997-1016, February.
    2. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    3. Maria Rodrigues & João F. Proença & Rita Macedo, 2023. "Determinants of the Purchase of Secondhand Products: An Approach by the Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(14), pages 1-18, July.
    4. Malkanthi, SHP, 2020. "Urban consumers’ attitude towards organic food in Sri Lanka," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 14(01-2), June.
    5. Daniel K. Maduku & Steven Mbeya, 2024. "Understanding family takaful purchase behaviour: the roles of religious obligation and gender," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 440-458, June.
    6. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Zafar, Abaid Ullah & Shahzad, Mohsin & Shahzad, Khuram & Appolloni, Andrea & Elgammal, Islam, 2024. "Gamification and sustainable development: Role of gamified learning in sustainable purchasing," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    8. Kumar, Vinod & Kumar, Sachin & Chaudhuri, Ranjan & Chatterjee, Sheshadri & Thrassou, Alkis & Sakka, Georgia, 2025. "From insight to impact: Unravelling the dynamics of big data-backed growth hacking," Journal of Business Research, Elsevier, vol. 188(C).
    9. Jin Zhang & Lianrui Ma & Jinkai Li, 2021. "Why Low-Carbon Publicity Effect Limits? The Role of Heterogeneous Intention in Reducing Household Energy Consumption," Energies, MDPI, vol. 14(22), pages 1-17, November.
    10. Carmen Elena Stoenoiu & Lorentz Jäntschi, 2024. "Sustainable Development of the Economy—A Case Study of the Impacts of the Size of Enterprises and Factors Affecting Performance," Sustainability, MDPI, vol. 16(13), pages 1-38, June.
    11. Serena Mastria & Alessandro Vezzil & Andrea De Cesarei, 2023. "Going Green: A Review on the Role of Motivation in Sustainable Behavior," Sustainability, MDPI, vol. 15(21), pages 1-15, October.
    12. Anne Sharp & Meagan Wheeler & Magda Nenycz-Thiel, 2023. "Myths and Realities of Retail Shopper Behaviour towards ‘Sustainable’ Brands," Sustainability, MDPI, vol. 15(24), pages 1-16, December.
    13. Stöckigt, Gerrit & Schiebener, Johannes & Brand, Matthias, 2018. "Providing sustainability information in shopping situations contributes to sustainable decision making: An empirical study with choice-based conjoint analyses," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 188-199.
    14. Prateep Puengwattanapong & Adisorn Leelasantitham, 2022. "A Holistic Perspective Model of Plenary Online Consumer Behaviors for Sustainable Guidelines of the Electronic Business Platforms," Sustainability, MDPI, vol. 14(10), pages 1-38, May.
    15. Khosroshahi, Hossein & Dimitrov, Stanko & Hejazi, Seyed Reza, 2021. "Pricing, greening, and transparency decisions considering the impact of government subsidies and CSR behavior in supply chain decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    16. Mubariz Mammadli, 2023. "Factors Driving Sustainable Consumption in Azerbaijan: Comparison of Generation X, Generation Y and Generation Z," Sustainability, MDPI, vol. 15(20), pages 1-21, October.
    17. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    18. Zhongju Liao, 2020. "Is environmental innovation conducive to corporate financing? The moderating role of advertising expenditures," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 954-961, March.
    19. Bin Zhao & Xin Huangfu, 2023. "The More Training, the More Willingness? A Positive Spillover Effect Analysis of Voluntary Behavior in Environmental Protection," Sustainability, MDPI, vol. 15(13), pages 1-16, June.
    20. Abelina Cossa, 2023. "Impact of Cost Reduction Strategies on Purchasing and Procurement in Mozambique," Global Journal of Purchasing and Procurement Management, IPRJB, vol. 2(1), pages 12-20.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:22:p:16075-:d:1282686. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.