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    Moderating effects of socio-cultural values on pro-environmental behaviors

    77866.pdf (267.3Kb)
    Access Status
    Open access
    Authors
    Koon, Olivia
    Chan, Ricky YK
    Sharma, Piyush
    Date
    2020
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Koon, O. and Chan, R.Y.K. and Sharma, P. 2020. Moderating effects of socio-cultural values on pro-environmental behaviors. Marketing Intelligence & Planning.
    Source Title
    Marketing Intelligence & Planning
    DOI
    10.1108/MIP-10-2019-0534
    ISSN
    0263-4503
    Faculty
    Faculty of Business and Law
    School
    School of Marketing
    Remarks

    This is an author-created, un-copyedited version of an article accepted for publication in Marketing Intelligence and Planning.

    URI
    http://hdl.handle.net/20.500.11937/77684
    Collection
    • Curtin Research Publications
    Abstract

    Purpose: This paper aims to explain the discrepancy between pro-environmental intentions and behaviors with moderating effects of two socio-cultural values (espoused individualism and faith in others) on the link between intentions and actual behaviors to save electricity.

    Design/methodology/approach: An online survey of 303 consumers in Hong Kong with a structured questionnaire was used to collect the data to test all the hypothesized relationships.

    Findings: Attitude toward saving electricity has a significant positive effect on the intentions to save electricity, but subjective norms and perceived behavioral control have no such effect on intentions but do positively affect the actual electricity saving behavior. Finally, the link between intentions and behavior to save electricity is negatively moderated by espoused individualism and positively by faith in others.

    Research limitations/implications: This study was conducted with a sample of consumers in Hong Kong; hence, its findings may not be generalizable to other countries.

    Originality/value: This study provides new insights into the link between pro-environmental intentions and behaviors by looking beyond the theory of planned behavior and exploring the moderating role of socio-cultural values on the intention-behavior link.

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