Consumers’ Environmental Sustainability Beliefs and Activism: A Cross-Cultural Examination

Environmental sustainability research suffers from a paucity of comprehensive, cross-cultural investigations and lacks insight into the interplay human values environmental beliefs behaviors. In addition, despite importance understanding why consumers engage in active attempts to protect environment, studies examining role activism remain scarce, poorly integrated, ill-defined. Against this backdrop, captures links specific with their subsequent relationships individuals’ quality life. Using data United States China, authors show that religiosity interdependence are consistently related beliefs, whereas, contrary previous findings, materialism has no significant relationship. generativity is positively linked only U.S. sample, whereas family China sample. The results influence activism, which turn individual perceptions superior study discusses several implications for practice identifies fruitful future directions.