The subjective norms of sustainable consumption: A cross-cultural exploration

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Publisher: Elsevier B.V.
Document Type: Report
Length: 260 words

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Keywords Sustainable consumption; Culture; Cross-cultural; Norms; Self-enhancing behavior; Theory of reasoned action Abstract Although extensive research has explored aspects of sustainable consumption, such as specific sustainable behaviors and motivations for participating in sustainable activities, little research has examined the role of national culture and how pragmatism influences sustainable consumption. Sustainable consumption can encompass both sustainable attitudes and sustainable behaviors, and in this research, two types of social norms related to sustainable consumption (normative and self-enhancing) are also included and examined across three nations (France, Japan, and US). The findings suggest that differences in consumption are explained, in part, by the country's level of pragmatism, a cultural value (Hofstede, 1991). Building off the theory of reasoned action, findings also show that sustainable attitudes mediate the relationship between the level of pragmatism of a respondent's nation and sustainable behaviors. Author Affiliation: (a) Marketing, College of Business, University of Wyoming, Dept. 3275, 1000 E University Ave, Laramie, WY 82071, USA (b) Marketing, NEOMA Business School, 59 rue Pierre Taittinger, 51100 Reims, France (c) Marketing, Lundquist College of Business, University of Oregon, 1208 University Street, Eugene, OR 97403, USA (d) School of Communication, Sogang University, C.P.O. Box 1142 Seoul/University of Utah Asia Campus, Songdo, Incheon, Republic of Korea * Corresponding author. Article History: Received 1 March 2015; Accepted 1 December 2016 (footnote)1 The authors would like to thank Owen Parisot Spielmann and Matt Lunde for their comments during the writing and revision of this manuscript. Byline: Elizabeth A. Minton [eminton@uwyo.edu] (a,*,1), Nathalie Spielmann [nathalie.spielmann@neoma-bs.fr] (b), Lynn R. Kahle [lkahle@uoregon.edu] (c), Chung-Hyun Kim [chkim@sogang.ac.kr] (d)

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Gale Document Number: GALE|A523006068