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Antecedents of Proenvironmental Behaviors: An Examination of Cultural Values, Self-Efficacy, and Environmental Attitudes
Unformatted Document Text:  ICA-2-11744 Antecedents of Proenvironmental Behaviors 6 behaviors are not related to or conflict with goals or values of the in-groups individuals belong to. Since collectivism-oriented individuals tend to center on their in-groups such as family as major enclaves, they might perform behaviors that benefit the groups rather than the general public. In other words, members of collectivistic cultures are more likely to prefer goals of their in-group (e.g., increasing profits) to goals of their out-group or the broad public (e.g., paying extra tax to improve the environment) when the two goals are not matched. However, the distinction between in-group and out-group is not so clear in individualistic cultures because people from individualistic cultures easily meet outsiders, form new in-groups, and get along with new people (Triandis 1972). Additionally, people with individualistic orientations are more likely to accept new ideas and behaviors such as recycling, whereas collectivistic people tend to retain traditional ideas and be reluctant to change their behaviors and habits. The preceding discussion of differences in individualism and collectivism suggests a proposition that people who are collectivistic are less likely to engage in environmentally conscious behaviors than are collectivistic people. As for the relationships of individualism/collectivism to proenvironmental behaviors, McCarty and Shrum (2001) found indirect effects of the cultural orientation on recycling behaviors through the perceived importance and inconvenience of the behaviors in their structural equation model. Attitudinal variables such as beliefs toward performing the behavior were shown to play an important role in predicting proenvironmental behaviors. Environmental attitudes and perceived consumer effectiveness (PCE) have emerged as the most important mediating variables in understanding the effects of individualism/collectivism on proenvironmental behaviors.

Authors: Kim, Yeonshin. and Choi, Sejung Marina.
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ICA-2-11744 Antecedents of Proenvironmental Behaviors 6
behaviors are not related to or conflict with goals or values of the in-groups individuals
belong to. Since collectivism-oriented individuals tend to center on their in-groups such
as family as major enclaves, they might perform behaviors that benefit the groups rather
than the general public. In other words, members of collectivistic cultures are more likely
to prefer goals of their in-group (e.g., increasing profits) to goals of their out-group or the
broad public (e.g., paying extra tax to improve the environment) when the two goals are
not matched. However, the distinction between in-group and out-group is not so clear in
individualistic cultures because people from individualistic cultures easily meet outsiders,
form new in-groups, and get along with new people (Triandis 1972). Additionally,
people with individualistic orientations are more likely to accept new ideas and behaviors
such as recycling, whereas collectivistic people tend to retain traditional ideas and be
reluctant to change their behaviors and habits. The preceding discussion of differences in
individualism and collectivism suggests a proposition that people who are collectivistic
are less likely to engage in environmentally conscious behaviors than are collectivistic
people.
As for the relationships of individualism/collectivism to proenvironmental
behaviors, McCarty and Shrum (2001) found indirect effects of the cultural orientation on
recycling behaviors through the perceived importance and inconvenience of the behaviors
in their structural equation model. Attitudinal variables such as beliefs toward
performing the behavior were shown to play an important role in predicting
proenvironmental behaviors. Environmental attitudes and perceived consumer
effectiveness (PCE) have emerged as the most important mediating variables in
understanding the effects of individualism/collectivism on proenvironmental behaviors.


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