The Influence of Individualism, Collectivism, and Locus of Control on Environmental Beliefs and Behavior

Abstract

This study investigates the influence of value orientations measured at the individual level (individualism, collectivism, and locus of control) and of economic status on environmental beliefs and behavior. Structural equation modeling reveals that the preferred model is one in which the value orientations and economic status influence beliefs about recycling, which in turn influence recycling behavior, but the influence of the value orientations and economic status differs as a function of the type of environmental belief. Individualism and economic status are related to beliefs about the inconvenience of recycling; collectivism and locus of control are related to beliefs about the importance of recycling. Moreover, specific beliefs about the importance of recycling have both a direct influence on recycling behavior and an effect that is mediated by beliefs about the inconvenience of recycling. The authors present the implications of the study for public policy and marketing communication efforts.

Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour

“…Thus, a person who thinks collectively is expected to protect the environment so that the whole society, including himself/herself, can enjoy prosperity (McCarty & Shrum, 1994). The positive association between collectivism and environmentally-friendly attitudes (both inward and outward) was repeatedly confirmed in previous empirical studies (e.g., Ling-yee, 1997;Chan, 2001;McCarty & Shrum, 2001). Based on the above argumentation, we may predict that:…”

“…Some of the measures employed were: personal values, such as security, fun/enjoyment, and self-gratification (e.g., McCarty & Shrum, 1994;Jansson, Marell, & Nordlund, 2010); ethical ideologies, such as deontologism and teleologism (e.g., Spash, 1997;Chan et al, 2008); societal factors, such as liberalism and social altruism (e.g., Straughan & Roberts, 1999;Paladino, 2005); cultural orientations, such as collectivism and individualism (e.g., Laroche, Bergeron, & Barbaro-Forleo, 1999;McCarty & Shrum, 2001); and personal environmental beliefs, such as faith in others, perceived consumer effectiveness, and susceptibility to normative influence (e.g., Ellen et al,. 1991;Minton & Rose, 1997;Smith & Paladino, 2010).…”

A Review on Green Purchase Behaviour Trend of Malaysian Consumers

“…In a similar vein, McCarthy and Shrum (2001) found that collectivism positively impacted on consumers' recycling and their recycling behaviour. According to these researchers, consumers with individualistic tendencies viewed recycling as less important but those who are collectivistic, have a higher tendency to cooperate, are willing to help others and stressed achieving group goals rather than personal goals (McCarthy & Shrum, 2001). …”

The effects of knowledge and attitudes upon Greeks' pro‐environmental purchasing behaviour

“…With relevance to behaviour though, the relevant scores are never high. As stated by McCarty and Shrum (2001), 'when a consumer acts pro-environmentally the cost for the individual is immediate, while the benefit is at best long-term or even not visible'.…”