1 Fashion Trendsetting , Creative Traits and Behaviors , 2 and Pro - environmental Behaviors : Comparing Korean 3 and U . S . College Students 4
نویسندگان
چکیده
According to Hofstede’s theory of cultural dimensions, cultures differ in cultural values 13 and norms; values and norms that may influence differences in trendsetting, creative traits and 14 behaviors, and pro-environmental behaviors. Further, because men and women have been 15 socialized within particular cultures, gender differences may exist in trendsetting, creative traits 16 and behaviors, and pro-environmental behaviors. Trendsetters have characteristics that are 17 interrelated with creative traits and behaviors, perhaps inclining them to endorse 18 pro-environmental behaviors. However, the interrelationships among these variables remain 19 unexplored. Thus, the purpose of this study was to examine these three variables among college 20 students in South Korea and the United States, specifically looking at cultural and gender 21 differences. Participants were 225 Korean college students and 221 U.S. college students. 22 Questionnaires included demographic items and scales measuring trendsetting, creative traits and 23 behaviors, and pro-environmental behaviors. Data analyses included descriptive statistics, 24 Cronbach’s alpha reliability, MANOVA, ANOVA and SNK posthoc test. Results show that U.S. (vs 25 Korean) students indicated greater trendsetting and creative traits and behaviors but not greater 26 pro-environmental behaviors. Fashion trendsetting groups in both Korea and the U.S. differed in 27 creative traits and behaviors and pro-environmental behaviors. Among Korean trendsetting 28 groups, reluctant adopters scored lowest on creative traits and behaviors and pro-environmental 29 behaviors. Among U.S. trendsetting groups, trendsetters scored highest on creative traits and 30 behaviors and pro-environmental behaviors; reluctant adopters scored lowest on 31 pro-environmental behaviors. Theoretical and practical implications are provided for researchers 32 and marketers. 33
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