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Article

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

by
Joowon Jung
and
So Yeon Cho
*
Department of Home Economic Education, Dongguk University, Seoul 04620, Republic of Korea
*
Author to whom correspondence should be addressed.
Sustainability 2023, 15(22), 16075; https://doi.org/10.3390/su152216075
Submission received: 25 September 2023 / Revised: 1 November 2023 / Accepted: 15 November 2023 / Published: 17 November 2023
(This article belongs to the Section Social Ecology and Sustainability)
Versions Notes

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.

1. Introduction

In January, the non-profit environmental organization Earth.Org released “The 14 Biggest Environmental Problems of 2023”. Among the presented environmental issues are problems directly related to consumers’ daily lives, such as food waste, plastic pollution, and fast-fashion textile waste [1]. In the current worsening environmental situation, it is essential to produce sustainable products and services through technological development and promote environmentally friendly consumer behavior [2]. However, there is a gap between consumers’ concerns about environmental issues and their pro-environmental purchasing behavior, leading to difficulties in practical environmental problem solving [3,4,5,6]. Therefore, it is necessary to identify key factors influencing consumers’ pro-environmental purchasing behavior. Pro-environmental purchasing behavior refers to consumers’ decisions to purchase environmentally beneficial products and services by considering their environmental impact when making individual choices [7].
Pro-environmental purchasing behavior is associated with cultural aspects, so it is necessary to approach it through the diversity of cultural values based on human–environment interactions to understand its complexity [8,9]. The horizontal and vertical individualism and collectivism (HVIC) schema combines individualism–collectivism from Hofstede (1980) with horizontal–vertical dimensions to identify the values that play a significant role in pro-environmental purchasing [10,11,12].
The existing studies on pro-environmental consumption—surveyed from Hofstede’s dichotomous perspective—have yet to reach a consensus regarding the influence of individualism and collectivism. Some studies show that collective and altruistic benefits increase pro-environmental consumption [13,14,15,16], while others report that personal and self-interest considerations lead to an increase in pro-environmental consumption [17,18,19]. The horizontal–vertical dimensions, known as the multilevel perspective, enable us to overcome the limitations of these conflicting results and understand the complexity of sustainable consumption [8,9,12,20,21,22].
The HVIC schema comprises four types of individualism and collectivism: horizontal individualism (HI), vertical individualism (VI), horizontal collectivism (HC), and vertical collectivism (VC). Individuals of the HI type value uniqueness and independence, representing an autonomous self while seeking uniformity among group members and emphasizing harmony and egalitarianism [20,23]. When examining research on HI and pro-environmental purchasing behavior, a study that investigated the impact of HI on environmental behavior among American and Korean university students found that HI had a positive effect on environmental attitudes [15]. Another study focusing on environmentally friendly behavior among consumers in Finland and Pakistan revealed that the HI-promotion-focused regulatory fit had a dominant effect on the intention to purchase environmentally friendly products in Finland [12]. Furthermore, HI was shown to increase the intention to purchase green products [24]. Given that individuals with HI values emphasize social harmony and are positively engaged in activities for environmental improvement [24], HI is considered a key predictor of pro-environmental purchasing behavior.
Individuals of the VI type desire to distinguish themselves in competition with others and seek to acquire status [21]. Unlike the HI group, they respect the group’s individuality and consider achieving status within the group as more critical than autonomy or uniqueness [25,26]. VI was found to have a significant positive impact on eco-friendly ethical consumption [27]. Furthermore, sustainable consumption is driven by self-interested motivations that emphasize status, a characteristic of VI [15,28]. The act of consuming eco-friendly products represents a positive image of the environment. It allows individuals to gain a favorable position in competition with others, signifying social status, which involves conspicuous consumption [9]. Therefore, VI can be considered a key predictor of pro-environmental purchasing behavior.
Individuals of the HC type perceive themselves as part of the group and emphasize common goals, interdependence, and equality [20,21,29]. When making decisions, they consider the well-being of others, accept shared responsibility, and prioritize the group’s interests [20,30]. HC was found to influence perceived consumer effectiveness positively and to have a positive impact on environmental attitudes and eco-friendly consumption behavior [15,27]. Given that the HC type values social equity and cooperation and appears to engage in sustainable consumption [9], HC can be considered a key predictor of pro-environmental purchasing behavior.
Individuals of the VC type emphasize the group’s integrity and willingly sacrifice personal goals to fulfill obligations for the group’s objectives [21,23]. They value conformity to authority and adherence to social norms [15,31]. An examination of research on VC and pro-environmental purchasing behavior in the context of consumer behavior studies found that individuals with high VC values believe that their purchasing decisions have an impact on the natural environment and social issues [32]. VC was found to have a significant positive impact on eco-friendly ethical consumption [27] and to positively influence environmental responsibility, leading to an increased intention to purchase green products [24]. Given that VC values fulfilling obligations and maintaining hierarchical relationships [21,25,29], it strives to adhere to normative duties through environmentally friendly consumer behavior [33]. Therefore, VC can be considered a significant predictor of pro-environmental purchasing behavior.
HVIC is recognized as a significant factor in understanding pro-environmental purchasing behavior. However, most previous studies on HVIC and pro-environmental purchasing behavior primarily focused on assessing the overall impact of consumers’ HVIC or making cross-cultural comparisons that consider differences in national and cultural backgrounds [9,12,15,24,27]. While such studies are valuable in their ability to identify motivational factors and consumer characteristics across HVIC categories or nations, they have limitations when it comes to capturing practical pro-environmental behavior. To emphasize the practicality of pro-environmental purchasing behavior and to work towards sustainable development, it is essential to further segment consumers based on their behavioral possibilities and to understand their HVIC. Therefore, in this study, we aim to divide consumer groups based on environmental self-identity and to assess the influence of HVIC on group-specific pro-environmental purchasing behavior. Environmental self-identity refers to the perception of oneself as a person who acts pro-environmentally [34]. It is closely related to pro-environmental behavior as it directly reflects the practice of pro-environmental actions and signifies the importance of the environment to one’s self-identity. Previous studies examining the relationship between environmental self-identity and pro-environmental behavior found associations with sustainable consumption buying behavior as well as behaviors such as recycling and purchasing fair trade products [35,36,37]. Individuals with a strong environmental self-identity perceive themselves as environmentally conscious and are more likely to engage in pro-environmental actions [34].
Therefore, by identifying the critical characteristics of HVIC that influence pro-environmental purchasing behavior based on environmental self-identity, we can understand the core values that drive practical actions. This study will lead to the identification of HVIC factors that significantly affect pro-environmental purchasing behavior among environmental self-identity groups and provide practical strategies to enhance group-specific pro-environmental purchasing behavior.
In terms of demographic variables, gender and age have been reported to be associated with pro-environmental purchasing behavior. Regarding gender, research has generally found that women tend to have higher environmental behaviors compared to men [38,39,40]. Studies surveying environmental attitudes and behaviors among U.S. residential consumers have shown that women exhibit higher environmental attitudes and are more likely to purchase energy-efficient lighting [39]. A cross-national study investigating gender differences in private and public environmentally oriented behaviors across 22 nations found that women tend to engage more frequently in environmental behaviors than men [40]. Turning to the relationship between age and pro-environmental purchasing behavior, a study conducted with Polish consumers focusing on perceived consumer effectiveness found that age had a significant static impact [32]. Similarly, in an analysis of pro-environmental behavior among Slovak consumers, age was reported to have a significant static effect [41]. Considering the substantial evidence from these studies indicating the significant associations of gender and age with pro-environmental purchasing behavior, gender and age were selected as control variables in this study.
In this study, we grouped consumers based on environmental self-identity and examined the influence of HVIC on pro-environmental purchasing behavior within each group. The main research questions of this study are: (1) How do HVIC and pro-environmental purchasing behavior differ based on the level of environmental self-identity? (2) What is the relative influence of HVIC on pro-environmental purchasing behavior within different groups based on environmental self-identity? The findings of this study will expand the understanding of pro-environmental purchasing behavior and provide meaningful insights for practical problem solving to encourage pro-environmental purchasing behavior.

2. Materials and Methods

2.1. Sample Collection

We surveyed Korean consumers aged 20–69 years from 1–11 November 2022. The web-based survey was conducted by a survey research company that maintains a substantial panel in the Republic of Korea. Participants were recruited through convenience sampling. In accordance with the Helsinki Declaration’s ethical guidelines and principles, we ensured the protection of participants’ rights and well-being. Although participants were informed about the study’s overall purpose, the specific hypotheses were not disclosed to prevent any bias. We acknowledge the potential biases associated with online sampling and have implemented strategies to mitigate them. Before participating, all individuals were provided with detailed information about the research and gave their informed consent. Of the 542 respondents, 50.92% were male and 49.08% were female. The age distribution was as follows: 20s (28.04%), 30s (29.70%), 40s (19.93%), and 50s or older (22.32%).

2.2. Measures

2.2.1. Horizontal and Vertical Individualism and Collectivism (HVIC)

We utilized a modified version of the scale developed by Triandis and Gelfand (1998) [29] to measure HVIC. Their scale subdivides individualism and collectivism into horizontal and vertical components, encompassing a total of 16 items. Of these, 8 items pertain to individualism: 4 assess horizontal individualism (HI) and 4 assess vertical individualism. The remaining 8 items focus on collectivism, with 4 measuring horizontal collectivism and 4 evaluating vertical collectivism. The sample items included “I tend to rely on myself more than others” (HI), “It is important that I do my job better than others” (VI), “To me, pleasure is spending time with others” (HC), and “It is important to me that I respect the decisions made by my groups” (VC). Participants rated each of the 16 items on a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). We conducted a principal component analysis with varimax rotation on the 16 items, resulting in four components: HI (explaining 26.6% of the variance, Cronbach’s alpha = 0.75), VI (explaining 31.3% of the variance, Cronbach’s alpha = 0.79), HC (explaining 24.5% of the variance, Cronbach’s alpha = 0.75), and VC (explaining 31.4% of the variance, Cronbach’s alpha = 0.74). Each component consisted of four items.

2.2.2. Pro-Environmental Purchasing Behavior

We assessed pro-environmental purchasing behavior using the modified green consumption scale developed by the Korean Consumer Agency (2010) [42]. The scale comprised 5 items, including statements such as “I frequently purchase eco-friendly products” and “I buy products with high energy efficiency ratings or products with an eco-label.” Participants rated their agreement with each item on a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). A principal component analysis with varimax rotation was conducted on the 5 items, yielding a single component. The component explained 88.2% of the variance, with a Cronbach’s alpha of 0.94. This is consistent with the findings of Kim, Lee, and Moon (2018) [43].

2.2.3. Environmental Self-Identity

We assessed environmental self-identity using the modified version of the scale developed by Whitmarsh and O’Neill (2010) [35]. The scale comprised 3 items, including statements such as “I consider myself to be a green consumer” and “I consider myself to be someone who is interested in environmental issues.” Participants rated their agreement with each item on a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). The reliability analysis revealed a Cronbach’s alpha coefficient of 0.85. A principal component analysis with varimax rotation was conducted on the 3 items, yielding a single component. The component explained 99.1% of the variance, with a Cronbach’s alpha of 0.85.

2.3. Data Analysis

We analyzed the data using Stata 17.0 (Stata Corp., College Station, TX, USA) and calculated descriptive statistics for the samples’ mean, standard deviation, and frequency. We performed a correlation analysis to investigate the relationships between variables. Further, we used the K-medians clustering method to divide the respondents into groups based on environmental self-identity. Subsequently, we employed t-tests to compare HVIC and pro-environmental purchasing behaviors across groups. Furthermore, we undertook a multiple regression analysis to examine the influence of HVIC on pro-environmental purchasing behavior across different groups.

3. Results

3.1. Correlation between HVIC and Pro-Environmental Purchasing Behavior

The results from examining the relationships between HVIC and pro-environmental purchasing behavior are shown in Table 1. The analysis revealed no significant correlation between HI and HC, but there were significant positive correlations between all aspects of HVIC and pro-environmental purchasing behaviors. These findings suggest that higher levels of HVIC are associated with higher levels of pro-environmental purchasing behavior.

3.2. Differences in HVIC and Environmental Purchasing Behavior between Groups with Low and High Environmental Self-Identity

We employed K-medians clustering to categorize individuals based on environmental self-identity. We identified two clusters based on environmental self-identity: low and high levels. We observed a significant difference in environmental self-identity between these two clusters (t = −31.36, p < 0.000). Cluster 1 comprised 349 respondents (64.39%). The average level of environmental self-identity in Cluster 1 was 2.94 (S.D 0.55), which is lower than the overall average of 3.23 (S.D 0.86), indicating a low level of environmental self-identity within this cluster. Cluster 2 included 193 individuals (35.61%). The average level of environmental self-identity in Cluster 2 was 4.22 (S.D 0.44), which is higher than the overall average of 3.23 (S.D 0.86), suggesting a high level of environmental self-identity within this cluster.
Table 2 presents a comparative analysis of the characteristics of the two groups. The groups with low and high environmental self-identity exhibited significant differences in HI, HC, VC, and pro-environmental purchasing behavior. However, the groups had no significant difference in VI (t = −1.95, p > 0.05).
The high groups demonstrated higher levels of HI (t = −4.82, p < 0.000), HC (t = −3.87, p < 0.000), VC (t = −4.25, p < 0.000), and pro-environmental purchasing behavior (t = −12.94, p < 0.000) compared to the low groups.

3.3. Factors Affecting Pro-Environmental Purchasing Behavior in Groups with Low and High Environmental Self-Identity

We conducted multiple regression analyses, using HVIC as independent variables, for groups with low and high levels of environmental self-identity to investigate the factors influencing pro-environmental purchasing behavior. We assessed multicollinearity using variance inflation factors (VIFs). The VIF values ranged from 1.01 to 1.47.
Table 3 presents the factors that significantly influence pro-environmental purchasing behavior among groups with low environmental self-identity. We included socio-demographic parameters as control variables for the effects of gender and age. In the groups with low environmental self-identity, the significant predictors of pro-environmental purchasing behavior were gender, age, VI, and VC, explaining 17.7% of the total variance. Gender (ref. female) (β = −0.12, p < 0.05), age (β = 0.29, p < 0.001), VI (β = 0.19, p < 0.001), and VC (β = 0.13, p < 0.05) had significant positive effects on pro-environmental purchasing behavior in these groups.
Table 4 presents the factors that significantly influence pro-environmental purchasing behavior among groups with high environmental self-identity. We included socio-demographic parameters as control variables for the effects of gender and age. In the groups with a high level of environmental self-identity, the significant predictors of pro-environmental purchasing behavior were HI, HC, and VC, explaining 32.9% of the total variance. HI (β = 0.32, p < 0.001), HC (β = 0.31, p < 0.001), and VC (β = 0.21, p < 0.01) had significant positive effects on pro-environmental purchasing behavior in these groups.
Based on these results, VC significantly affects pro-environmental purchasing behavior in both groups with low and high levels of environmental self-identity. VI only influenced pro-environmental purchasing behavior in the groups with low environmental self-identity. HI and HC only influenced pro-environmental purchasing behavior in groups with high environmental self-identity.

4. Discussion

This study aims to understand and encourage pro-environmental purchasing behavior by examining the influence of HVIC on pro-environmental purchasing behavior within different groups based on the level of environmental self-identity. We grouped consumers according to their environmental self-identity to investigate the differences in HVIC and pro-environmental purchasing behavior. Furthermore, we analyzed the relative influence of HVIC on pro-environmental purchasing behavior within each group.

4.1. Theoretical Implications

In our results, the group with higher environmental self-identity showed significantly higher levels of pro-environmental purchasing behavior, HI, HC, and VC than the group with lower environmental self-identity. However, there was no significant difference in VI. These results suggest that consumers who perceive themselves as pro-environmental engage in more pro-environmental purchasing behavior. Consumers with a higher level of environmental self-identity prioritize personal autonomy and social equality more than those with a lower level of environmental self-identity, which was indicated by their higher levels of HI. Additionally, they exhibited a higher level of HC, accepting shared responsibility for the well-being of others. They showed a higher level of VC, indicating their willingness to fulfill obligations and adhere to social norms for group goals.
In groups with high environmental self-identity, we identified the influencing factors for pro-environmental purchasing behavior as HC, HI, and VC. In groups with low environmental self-identity, we identified the key factors influencing pro-environmental purchasing behavior as gender, age, VI, and VC. The control variables of gender and age showed significant results, aligning with the findings of previous studies that suggest a higher level of pro-environmental behavior among female participants than among male participants [38,39,40] and with increasing age [32,41]. Furthermore, higher levels of VI and VC were associated with higher pro-environmental purchasing behavior in groups with low environmental self-identity.
VC has been identified as a significant influencing factor in groups with low and high environmental self-identity, reflecting the strong inclination toward VC values in the cultural context of the Republic of Korea. Previous research indicates that the Republic of Korea, along with Japan and India, is a representative vertical collectivist society that emphasizes group cohesion, interdependence, compliance with authority, and the importance of fulfilling obligations [12,20,28]. Analyses of magazine advertising content show that Korean advertisements frequently employ collectivistic episodes related to group harmony and interdependence [44]. These cultural values of VC are universally reflected in the Republic of Korea. In addition, VC seeks to conform to normative expectations and minimize social risks, playing a significant role in pro-environmental purchasing behavior [33]. These findings are consistent with research indicating that VC has a static impact on green product purchase intentions, exerts a significant influence on perceived consumer effectiveness, and has a static impact on ethical consumption behavior [24,28,32].
VI showed a significant influence in groups with low environmental self-identity. These findings are consistent with the study by Czarnecka and Schivinski (2022), which indicates that VI has a significant impact on perceived consumer effectiveness, and with the study by Ali et al. (2019), which suggests that VI plays a moderating role in motivating eco-friendly product purchases [32,45].
Conversely, HI and HC significantly influence groups with high environmental self-identity. These results are similar to the research by Rahman and Luomala (2021), which shows that HI has a static impact on environmental responsibility and green product purchase intentions, and the study by Cho et al. (2013), which indicates that HC has a significant impact on perceived consumer effectiveness [15,24]. Additionally, these findings align with previous research suggesting that HI and HC have a static effect on ethical consumption [28].

4.2. Practical Implications

The practical implications of this study can be outlined as follows: If we wish to encourage consumers’ pro-environmental purchasing behavior, we must establish suitable strategies based on environmental self-identity, depending on the target consumer group. Furthermore, we must understand consumers’ eco-friendly consumption behavior from the cultural values perspective and target consumer segments to enhance the practical aspects of pro-environmental purchasing behavior.
In the case of groups with low environmental self-identity, VI characteristics can be appropriately utilized and applied in promotional strategies to achieve effective results. VI types tend to respect individuality, seek status differentiation, and achieve a higher relative position [25,29]. They are motivated by self-centered ambitions, such as status enhancement and positive outcomes for themselves, when engaging in pro-environmental consumption [15,32]. Additionally, vertical individualists believe in the power of their actions, emphasize personal responsibility and competition, and consider their environmental consumption important [32]. We recommend considering these characteristics and approaching consumers with low environmental self-identity by emphasizing individualistic goals and focusing on the personal and self-centered benefits of eco-friendly purchases. Moreover, in messages encouraging eco-friendly purchases, it is advisable to associate them with power and achievement, emphasizing their ability to enhance an individual’s status. Applying this to eco-friendly product marketing and promotional strategies, products should be designed to emphasize personal achievements and reputation for consumers with low environmental self-identity, highlighting the ways in which eco-friendly products can satisfy self-improvement and competitive desires. Emphasis should be placed on the products’ eco-friendly attributes, stressing their contribution to environmental protection, and linking this to the brand to communicate the brand’s central role in sustainability and environmental preservation. Advertising should highlight how eco-friendly products can fulfill consumers’ personal achievements and competitive advantages, and position eco-friendly product brands as prestigious.
In groups with high environmental self-identity, HC and HI have a significant impact, so we should utilize strategies reflecting this. HC individuals perceive themselves as part of a collective, emphasizing common goals and equality [20]. They are inclined to make decisions that benefit others and accept collective responsibility rather than pursuing their interests [20]. Their motivations can positively influence sustainable consumption [33]. HI individuals desire opinions about themselves and pursue them without seeking status or boasting of their achievements, emphasizing harmony [20,27]. Through consumption, they express themselves while demonstrating environmental responsibility and ethics [24,27,44]. It is essential to focus on equality, interdependence, and social responsibility to encourage pro-environmental purchasing behavior among consumers with high levels of environmental self-identity. Additionally, we should facilitate personal satisfaction through creativity and self-expression to sustain environmentally friendly purchases. Applying these aspects to eco-friendly product marketing and promotional strategies, for consumers with a high level of environmental self-identity, the emphasis should be placed on highlighting the social value of eco-friendly product purchases that can be shared with others. This approach would encourage such consumers to purchase eco-friendly products that allow them to maintain their independence while gaining social approval. Furthermore, promoting the unique and innovative features of eco-friendly products and emphasizing sustainable consumption and activities conveys a positive message, indicating that the selection of eco-friendly products leads to the realization of social values. Additionally, establishing online communities where consumers can share their experiences of eco-friendly product purchases and eco-friendly activities, and can exchange feedback within the group, fosters sustainable social collaboration.

5. Conclusions and Limitations

We investigated the influence of HVIC on consumer groups based on environmental self-identity to encourage pro-environmental purchasing behavior. We found that VC—a cultural value based on a national context—is a common factor influencing consumer behavior. Moreover, we identified key factors influencing pro-environmental purchasing behavior in different groups based on their environmental self-identity. This study provides valuable information and insights for policymakers and practitioners who seek to promote the transition of consumers to practical pro-environmental behavior, thereby mitigating environmental issues.
With the limitations of this study in mind, we suggest the following future research directions: First, we only surveyed Korean participants, which limits the generalization of the research findings. Therefore, future research should include a diverse range of participants to enable additional investigations on pro-environmental purchasing behavior to be conducted. Second, this study has limitations regarding consumer segmentation because it considers environmental self-identity in only two groups. Thus, future research should further explore consumer classifications by incorporating various segments focusing on pro-environmental purchasing behavior and include additional validation studies.

Author Contributions

Conceptualization, J.J. and S.Y.C.; Methodology, J.J. and S.Y.C.; Formal analysis, S.Y.C.; Writing—original draft, J.J. and S.Y.C.; Writing—review & editing, J.J. and S.Y.C.; Supervision, J.J. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

Data are contained within the article.

Conflicts of Interest

The authors declare no conflict of interest.

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Table 1. Correlation between HVIC and pro-environmental purchasing behavior.
Table 1. Correlation between HVIC and pro-environmental purchasing behavior.
Construct(1)(2)(3)(4)(5)
(1) Horizontal individualism1
(2) Vertical individualism0.32 ***1
(3) Horizontal collectivism0.080.31 ***1
(4) Vertical collectivism0.15 **0.23 ***0.48 ***1
(5) Pro-environmental purchasing behavior0.30 ***0.26 ***0.28 ***0.32 ***1
** p < 0.01, *** p < 0.001.
Table 2. Differences in HVIC and environmental purchasing behavior between groups with low and high environmental self-identity.
Table 2. Differences in HVIC and environmental purchasing behavior between groups with low and high environmental self-identity.
ConstructLow Level
(n = 349)		High Level
(n = 193)		t-Statistic
MeanS.D.MeanS.D.
Horizontal individualism3.55(0.64)3.82(0.61)−4.82 ***
Vertical individualism3.47(0.70)3.59(0.69)−1.95
Horizontal collectivism3.49(0.56)3.69(0.58)−3.87 ***
Vertical collectivism3.62(0.58)3.84(0.56)−4.25 ***
Pro-environmental purchasing behavior3.36(0.62)4.06(0.58)−12.94 ***
*** p < 0.001.
Table 3. Factors affecting pro-environmental purchasing behavior in groups with low environmental self-identity.
Table 3. Factors affecting pro-environmental purchasing behavior in groups with low environmental self-identity.
ConstructBβSE
(Constant)1.36 0.29
Control variableGender (ref. female)−0.14 *−0.120.06
Age0.16 ***0.290.03
Horizontal individualism0.090.090.05
Vertical individualism0.16 ***0.190.05
Horizontal collectivism0.040.040.06
Vertical collectivism0.14 *0.130.06
F13.46 ***
R20.191
Adj.R20.177
* p < 0.05, *** p < 0.001. (n = 349).
Table 4. Factors affecting pro-environmental purchasing behavior in groups with high environmental self-identity.
Table 4. Factors affecting pro-environmental purchasing behavior in groups with high environmental self-identity.
ConstructBβSE
(Constant)0.86 0.33
Control variableGender (ref. female)−0.10−0.090.07
Age0.170.130.03
Horizontal individualism0.31 ***0.320.06
Vertical individualism−0.05−0.060.06
Horizontal collectivism0.32 ***0.310.07
Vertical collectivism0.22 **0.210.08
F16.65 ***
R20.349
Adj.R20.329
** p < 0.01, *** p < 0.001. (n = 193).
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Jung, J.; Cho, S.Y. How Do Individualism and Collectivism Influence Pro-Environmental Purchasing Behavior Based on Environmental Self-Identity? Sustainability 2023, 15, 16075. https://doi.org/10.3390/su152216075

AMA Style

Jung J, Cho SY. How Do Individualism and Collectivism Influence Pro-Environmental Purchasing Behavior Based on Environmental Self-Identity? Sustainability. 2023; 15(22):16075. https://doi.org/10.3390/su152216075

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Jung, Joowon, and So Yeon Cho. 2023. "How Do Individualism and Collectivism Influence Pro-Environmental Purchasing Behavior Based on Environmental Self-Identity?" Sustainability 15, no. 22: 16075. https://doi.org/10.3390/su152216075

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