Effects of Individualism, Collectivism, Materialism, and Willingness to Pay for Environmental Protection on Environmental Consciousness and Pro-Environmental Consumption Behavior in Korea

Environmental consciousness is linked to pro-environmental consumption behavior; however, the consequences of variations in level environmental have not been fully investigated. Therefore, we evaluated differences individualism, collectivism, materialism, willingness pay (WTP) for protection, and between groups with varying levels consciousness. After evaluating factors that differentiate these groups, identified determinants each group. For study, an online survey was conducted, including 472 adults aged 20–69 years. Groups low high differed significantly respect all except individualism. The group a exhibited higher WTP behavior, lower materialism than consciousness, collectivism main factor affecting behavior (i.e., purchase, use, disposal). In protection were behavior. These results provide basis systematic approach improve based on