What Triggers Pro-Environmental Behavior Cross-Culturally? An Empirical Investigation in Five Nations

Abstract

Environmental damage is a problem of global scope. Pro-environmental consumer behavior, however, varies across countries and cultures (Deng et al. 2006). An empirical investigation in five countries answers the question how collective cultural values interfere with personal pro-environmental values and attitudes. The findings emphasize the importance of ecocentric values in individualistic societies and anthropocentric values in collectivistic societies.