sustainability
Article
How Do Individualism and Collectivism Influence Pro-Environmental
Purchasing Behavior Based on Environmental Self-Identity?
Joowon Jung and So Yeon Cho *
Department of Home Economic Education, Dongguk University, Seoul 04620, Republic of Korea;
jjwjung@dongguk.edu
* Correspondence: sycho7808@gmail.com
Abstract: Consumer behavior contributes to the environmental crisis worldwide. This study examines
the influence of horizontal and vertical individualism and collectivism (HVIC) on pro-environmental
purchasing behavior based on environmental self-identity. We surveyed 542 Korean adults aged
20–69 online. We analyzed the data using correlation, paired t-tests, and multiple regression analyses.
First, we found that the group with high-level environmental self-identity showed significantly
higher levels of pro-environmental purchasing behavior, horizontal individualism (HI), horizontal
collectivism (HC), and vertical collectivism (VC). No significant difference was observed in vertical individualism (VI). Second, in the low-level group, the influencing factors were gender (ref.
female), age, VI, and VC. Third, in the high-level group, the influencing factors were HC, HI, and
VC. Cultural values are an important aspect of pro-environmental purchasing behavior based on
environmental self-identity.
Keywords: pro-environmental purchasing behavior; horizontal collectivism; horizontal individualism;
vertical collectivism; vertical individualism; environmental self-identity
1. Introduction
Citation: Jung, J.; Cho, S.Y. How Do
Individualism and Collectivism
Influence Pro-Environmental
Purchasing Behavior Based on
Environmental Self-Identity?
Sustainability 2023, 15, 16075.
https://doi.org/10.3390/
su152216075
Academic Editor: Tai-Yi Yu
Received: 25 September 2023
Revised: 1 November 2023
Accepted: 15 November 2023
Published: 17 November 2023
Copyright: © 2023 by the authors.
Licensee MDPI, Basel, Switzerland.
This article is an open access article
distributed under the terms and
conditions of the Creative Commons
Attribution (CC BY) license (https://
creativecommons.org/licenses/by/
4.0/).
In January, the non-profit environmental organization Earth.Org released “The 14 Biggest
Environmental Problems of 2023”. Among the presented environmental issues are problems directly related to consumers’ daily lives, such as food waste, plastic pollution, and
fast-fashion textile waste [1]. In the current worsening environmental situation, it is essential to produce sustainable products and services through technological development and
promote environmentally friendly consumer behavior [2]. However, there is a gap between
consumers’ concerns about environmental issues and their pro-environmental purchasing
behavior, leading to difficulties in practical environmental problem solving [3–6]. Therefore,
it is necessary to identify key factors influencing consumers’ pro-environmental purchasing
behavior. Pro-environmental purchasing behavior refers to consumers’ decisions to purchase environmentally beneficial products and services by considering their environmental
impact when making individual choices [7].
Pro-environmental purchasing behavior is associated with cultural aspects, so it is necessary to approach it through the diversity of cultural values based on human–environment
interactions to understand its complexity [8,9]. The horizontal and vertical individualism
and collectivism (HVIC) schema combines individualism–collectivism from Hofstede (1980)
with horizontal–vertical dimensions to identify the values that play a significant role in
pro-environmental purchasing [10–12].
The existing studies on pro-environmental consumption—surveyed from Hofstede’s
dichotomous perspective—have yet to reach a consensus regarding the influence of individualism and collectivism. Some studies show that collective and altruistic benefits
increase pro-environmental consumption [13–16], while others report that personal and
self-interest considerations lead to an increase in pro-environmental consumption [17–19].
Sustainability 2023, 15, 16075. https://doi.org/10.3390/su152216075
https://www.mdpi.com/journal/sustainability
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The horizontal–vertical dimensions, known as the multilevel perspective, enable us to
overcome the limitations of these conflicting results and understand the complexity of
sustainable consumption [8,9,12,20–22].
The HVIC schema comprises four types of individualism and collectivism: horizontal
individualism (HI), vertical individualism (VI), horizontal collectivism (HC), and vertical collectivism (VC). Individuals of the HI type value uniqueness and independence, representing
an autonomous self while seeking uniformity among group members and emphasizing harmony and egalitarianism [20,23]. When examining research on HI and pro-environmental
purchasing behavior, a study that investigated the impact of HI on environmental behavior
among American and Korean university students found that HI had a positive effect on
environmental attitudes [15]. Another study focusing on environmentally friendly behavior
among consumers in Finland and Pakistan revealed that the HI-promotion-focused regulatory fit had a dominant effect on the intention to purchase environmentally friendly
products in Finland [12]. Furthermore, HI was shown to increase the intention to purchase
green products [24]. Given that individuals with HI values emphasize social harmony and
are positively engaged in activities for environmental improvement [24], HI is considered a
key predictor of pro-environmental purchasing behavior.
Individuals of the VI type desire to distinguish themselves in competition with others
and seek to acquire status [21]. Unlike the HI group, they respect the group’s individuality and consider achieving status within the group as more critical than autonomy or
uniqueness [25,26]. VI was found to have a significant positive impact on eco-friendly ethical consumption [27]. Furthermore, sustainable consumption is driven by self-interested
motivations that emphasize status, a characteristic of VI [15,28]. The act of consuming
eco-friendly products represents a positive image of the environment. It allows individuals
to gain a favorable position in competition with others, signifying social status, which
involves conspicuous consumption [9]. Therefore, VI can be considered a key predictor of
pro-environmental purchasing behavior.
Individuals of the HC type perceive themselves as part of the group and emphasize
common goals, interdependence, and equality [20,21,29]. When making decisions, they
consider the well-being of others, accept shared responsibility, and prioritize the group’s
interests [20,30]. HC was found to influence perceived consumer effectiveness positively
and to have a positive impact on environmental attitudes and eco-friendly consumption
behavior [15,27]. Given that the HC type values social equity and cooperation and appears
to engage in sustainable consumption [9], HC can be considered a key predictor of proenvironmental purchasing behavior.
Individuals of the VC type emphasize the group’s integrity and willingly sacrifice
personal goals to fulfill obligations for the group’s objectives [21,23]. They value conformity
to authority and adherence to social norms [15,31]. An examination of research on VC
and pro-environmental purchasing behavior in the context of consumer behavior studies
found that individuals with high VC values believe that their purchasing decisions have
an impact on the natural environment and social issues [32]. VC was found to have
a significant positive impact on eco-friendly ethical consumption [27] and to positively
influence environmental responsibility, leading to an increased intention to purchase green
products [24]. Given that VC values fulfilling obligations and maintaining hierarchical
relationships [21,25,29], it strives to adhere to normative duties through environmentally
friendly consumer behavior [33]. Therefore, VC can be considered a significant predictor of
pro-environmental purchasing behavior.
HVIC is recognized as a significant factor in understanding pro-environmental purchasing behavior. However, most previous studies on HVIC and pro-environmental
purchasing behavior primarily focused on assessing the overall impact of consumers’ HVIC
or making cross-cultural comparisons that consider differences in national and cultural
backgrounds [9,12,15,24,27]. While such studies are valuable in their ability to identify motivational factors and consumer characteristics across HVIC categories or nations, they have
limitations when it comes to capturing practical pro-environmental behavior. To emphasize
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the practicality of pro-environmental purchasing behavior and to work towards sustainable
development, it is essential to further segment consumers based on their behavioral possibilities and to understand their HVIC. Therefore, in this study, we aim to divide consumer
groups based on environmental self-identity and to assess the influence of HVIC on groupspecific pro-environmental purchasing behavior. Environmental self-identity refers to the
perception of oneself as a person who acts pro-environmentally [34]. It is closely related to
pro-environmental behavior as it directly reflects the practice of pro-environmental actions
and signifies the importance of the environment to one’s self-identity. Previous studies
examining the relationship between environmental self-identity and pro-environmental
behavior found associations with sustainable consumption buying behavior as well as
behaviors such as recycling and purchasing fair trade products [35–37]. Individuals with a
strong environmental self-identity perceive themselves as environmentally conscious and
are more likely to engage in pro-environmental actions [34].
Therefore, by identifying the critical characteristics of HVIC that influence proenvironmental purchasing behavior based on environmental self-identity, we can understand the core values that drive practical actions. This study will lead to the identification
of HVIC factors that significantly affect pro-environmental purchasing behavior among environmental self-identity groups and provide practical strategies to enhance group-specific
pro-environmental purchasing behavior.
In terms of demographic variables, gender and age have been reported to be associated
with pro-environmental purchasing behavior. Regarding gender, research has generally
found that women tend to have higher environmental behaviors compared to men [38–40].
Studies surveying environmental attitudes and behaviors among U.S. residential consumers
have shown that women exhibit higher environmental attitudes and are more likely to purchase energy-efficient lighting [39]. A cross-national study investigating gender differences
in private and public environmentally oriented behaviors across 22 nations found that
women tend to engage more frequently in environmental behaviors than men [40]. Turning to the relationship between age and pro-environmental purchasing behavior, a study
conducted with Polish consumers focusing on perceived consumer effectiveness found
that age had a significant static impact [32]. Similarly, in an analysis of pro-environmental
behavior among Slovak consumers, age was reported to have a significant static effect [41].
Considering the substantial evidence from these studies indicating the significant associations of gender and age with pro-environmental purchasing behavior, gender and age were
selected as control variables in this study.
In this study, we grouped consumers based on environmental self-identity and examined the influence of HVIC on pro-environmental purchasing behavior within each group.
The main research questions of this study are: (1) How do HVIC and pro-environmental
purchasing behavior differ based on the level of environmental self-identity? (2) What is
the relative influence of HVIC on pro-environmental purchasing behavior within different
groups based on environmental self-identity? The findings of this study will expand the
understanding of pro-environmental purchasing behavior and provide meaningful insights
for practical problem solving to encourage pro-environmental purchasing behavior.
2. Materials and Methods
2.1. Sample Collection
We surveyed Korean consumers aged 20–69 years from 1–11 November 2022. The webbased survey was conducted by a survey research company that maintains a substantial
panel in the Republic of Korea. Participants were recruited through convenience sampling.
In accordance with the Helsinki Declaration’s ethical guidelines and principles, we ensured
the protection of participants’ rights and well-being. Although participants were informed
about the study’s overall purpose, the specific hypotheses were not disclosed to prevent
any bias. We acknowledge the potential biases associated with online sampling and
have implemented strategies to mitigate them. Before participating, all individuals were
provided with detailed information about the research and gave their informed consent.
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Of the 542 respondents, 50.92% were male and 49.08% were female. The age distribution
was as follows: 20s (28.04%), 30s (29.70%), 40s (19.93%), and 50s or older (22.32%).
2.2. Measures
2.2.1. Horizontal and Vertical Individualism and Collectivism (HVIC)
We utilized a modified version of the scale developed by Triandis and Gelfand
(1998) [29] to measure HVIC. Their scale subdivides individualism and collectivism into horizontal and vertical components, encompassing a total of 16 items. Of these, 8 items pertain
to individualism: 4 assess horizontal individualism (HI) and 4 assess vertical individualism.
The remaining 8 items focus on collectivism, with 4 measuring horizontal collectivism and
4 evaluating vertical collectivism. The sample items included “I tend to rely on myself more
than others” (HI), “It is important that I do my job better than others” (VI), “To me, pleasure
is spending time with others” (HC), and “It is important to me that I respect the decisions
made by my groups” (VC). Participants rated each of the 16 items on a 5-point Likert
scale, ranging from 1 (strongly disagree) to 5 (strongly agree). We conducted a principal
component analysis with varimax rotation on the 16 items, resulting in four components:
HI (explaining 26.6% of the variance, Cronbach’s alpha = 0.75), VI (explaining 31.3% of
the variance, Cronbach’s alpha = 0.79), HC (explaining 24.5% of the variance, Cronbach’s
alpha = 0.75), and VC (explaining 31.4% of the variance, Cronbach’s alpha = 0.74). Each
component consisted of four items.
2.2.2. Pro-Environmental Purchasing Behavior
We assessed pro-environmental purchasing behavior using the modified green consumption scale developed by the Korean Consumer Agency (2010) [42]. The scale comprised 5 items, including statements such as “I frequently purchase eco-friendly products”
and “I buy products with high energy efficiency ratings or products with an eco-label.”
Participants rated their agreement with each item on a 5-point Likert scale, ranging from
1 (strongly disagree) to 5 (strongly agree). A principal component analysis with varimax
rotation was conducted on the 5 items, yielding a single component. The component
explained 88.2% of the variance, with a Cronbach’s alpha of 0.94. This is consistent with
the findings of Kim, Lee, and Moon (2018) [43].
2.2.3. Environmental Self-Identity
We assessed environmental self-identity using the modified version of the scale developed by Whitmarsh and O’Neill (2010) [35]. The scale comprised 3 items, including
statements such as “I consider myself to be a green consumer” and “I consider myself to be
someone who is interested in environmental issues.” Participants rated their agreement
with each item on a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly
agree). The reliability analysis revealed a Cronbach’s alpha coefficient of 0.85. A principal
component analysis with varimax rotation was conducted on the 3 items, yielding a single
component. The component explained 99.1% of the variance, with a Cronbach’s alpha
of 0.85.
2.3. Data Analysis
We analyzed the data using Stata 17.0 (Stata Corp., College Station, TX, USA) and
calculated descriptive statistics for the samples’ mean, standard deviation, and frequency.
We performed a correlation analysis to investigate the relationships between variables.
Further, we used the K-medians clustering method to divide the respondents into groups
based on environmental self-identity. Subsequently, we employed t-tests to compare HVIC
and pro-environmental purchasing behaviors across groups. Furthermore, we undertook
a multiple regression analysis to examine the influence of HVIC on pro-environmental
purchasing behavior across different groups.
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3. Results
3.1. Correlation between HVIC and Pro-Environmental Purchasing Behavior
The results from examining the relationships between HVIC and pro-environmental
purchasing behavior are shown in Table 1. The analysis revealed no significant correlation
between HI and HC, but there were significant positive correlations between all aspects of
HVIC and pro-environmental purchasing behaviors. These findings suggest that higher
levels of HVIC are associated with higher levels of pro-environmental purchasing behavior.
Table 1. Correlation between HVIC and pro-environmental purchasing behavior.
Construct
(1) Horizontal individualism
(2) Vertical individualism
(3) Horizontal collectivism
(4) Vertical collectivism
(5) Pro-environmental
purchasing behavior
(1)
(2)
(3)
(4)
1
0.32 ***
0.08
0.15 **
1
0.31 ***
0.23 ***
1
0.48 ***
1
0.30 ***
0.26 ***
0.28 ***
0.32 ***
(5)
1
** p < 0.01, *** p < 0.001.
3.2. Differences in HVIC and Environmental Purchasing Behavior between Groups with Low and
High Environmental Self-Identity
We employed K-medians clustering to categorize individuals based on environmental
self-identity. We identified two clusters based on environmental self-identity: low and
high levels. We observed a significant difference in environmental self-identity between
these two clusters (t = −31.36, p < 0.000). Cluster 1 comprised 349 respondents (64.39%).
The average level of environmental self-identity in Cluster 1 was 2.94 (S.D 0.55), which is
lower than the overall average of 3.23 (S.D 0.86), indicating a low level of environmental
self-identity within this cluster. Cluster 2 included 193 individuals (35.61%). The average
level of environmental self-identity in Cluster 2 was 4.22 (S.D 0.44), which is higher than
the overall average of 3.23 (S.D 0.86), suggesting a high level of environmental self-identity
within this cluster.
Table 2 presents a comparative analysis of the characteristics of the two groups. The
groups with low and high environmental self-identity exhibited significant differences in
HI, HC, VC, and pro-environmental purchasing behavior. However, the groups had no
significant difference in VI (t = −1.95, p > 0.05).
Table 2. Differences in HVIC and environmental purchasing behavior between groups with low and
high environmental self-identity.
Construct
Horizontal individualism
Vertical individualism
Horizontal collectivism
Vertical collectivism
Pro-environmental purchasing
behavior
Low Level
(n = 349)
High Level
(n = 193)
t-Statistic
Mean
S.D.
Mean
S.D.
3.55
3.47
3.49
3.62
(0.64)
(0.70)
(0.56)
(0.58)
3.82
3.59
3.69
3.84
(0.61)
(0.69)
(0.58)
(0.56)
−4.82 ***
−1.95
−3.87 ***
−4.25 ***
3.36
(0.62)
4.06
(0.58)
−12.94 ***
*** p < 0.001.
The high groups demonstrated higher levels of HI (t = −4.82, p < 0.000), HC (t = −3.87,
p < 0.000), VC (t = −4.25, p < 0.000), and pro-environmental purchasing behavior (t = −12.94,
p < 0.000) compared to the low groups.
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3.3. Factors Affecting Pro-Environmental Purchasing Behavior in Groups with Low and High
Environmental Self-Identity
We conducted multiple regression analyses, using HVIC as independent variables, for
groups with low and high levels of environmental self-identity to investigate the factors
influencing pro-environmental purchasing behavior. We assessed multicollinearity using
variance inflation factors (VIFs). The VIF values ranged from 1.01 to 1.47.
Table 3 presents the factors that significantly influence pro-environmental purchasing behavior among groups with low environmental self-identity. We included sociodemographic parameters as control variables for the effects of gender and age. In the groups
with low environmental self-identity, the significant predictors of pro-environmental purchasing behavior were gender, age, VI, and VC, explaining 17.7% of the total variance.
Gender (ref. female) (β = −0.12, p < 0.05), age (β = 0.29, p < 0.001), VI (β = 0.19, p < 0.001),
and VC (β = 0.13, p < 0.05) had significant positive effects on pro-environmental purchasing
behavior in these groups.
Table 3. Factors affecting pro-environmental purchasing behavior in groups with low environmental
self-identity.
Construct
(Constant)
Gender (ref. female)
Control variable
Age
Horizontal individualism
Vertical individualism
Horizontal collectivism
Vertical collectivism
B
β
SE
1.36
−0.14 *
0.16 ***
0.09
0.16 ***
0.04
0.14 *
−0.12
0.29
0.09
0.19
0.04
0.13
0.29
0.06
0.03
0.05
0.05
0.06
0.06
13.46 ***
0.191
0.177
F
R2
2
Adj. R
* p < 0.05, *** p < 0.001. (n = 349).
Table 4 presents the factors that significantly influence pro-environmental purchasing behavior among groups with high environmental self-identity. We included sociodemographic parameters as control variables for the effects of gender and age. In the
groups with a high level of environmental self-identity, the significant predictors of proenvironmental purchasing behavior were HI, HC, and VC, explaining 32.9% of the total
variance. HI (β = 0.32, p < 0.001), HC (β = 0.31, p < 0.001), and VC (β = 0.21, p < 0.01) had
significant positive effects on pro-environmental purchasing behavior in these groups.
Table 4. Factors affecting pro-environmental purchasing behavior in groups with high environmental
self-identity.
Construct
(Constant)
Gender (ref. female)
Control variable
Age
Horizontal individualism
Vertical individualism
Horizontal collectivism
Vertical collectivism
F
R2
2
Adj. R
B
β
SE
0.86
−0.10
0.17
0.31 ***
−0.05
0.32 ***
0.22 **
−0.09
0.13
0.32
−0.06
0.31
0.21
0.33
0.07
0.03
0.06
0.06
0.07
0.08
16.65 ***
0.349
0.329
** p < 0.01, *** p < 0.001. (n = 193).
Based on these results, VC significantly affects pro-environmental purchasing behavior
in both groups with low and high levels of environmental self-identity. VI only influenced
pro-environmental purchasing behavior in the groups with low environmental self-identity.
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HI and HC only influenced pro-environmental purchasing behavior in groups with high
environmental self-identity.
4. Discussion
This study aims to understand and encourage pro-environmental purchasing behavior
by examining the influence of HVIC on pro-environmental purchasing behavior within
different groups based on the level of environmental self-identity. We grouped consumers
according to their environmental self-identity to investigate the differences in HVIC and
pro-environmental purchasing behavior. Furthermore, we analyzed the relative influence
of HVIC on pro-environmental purchasing behavior within each group.
4.1. Theoretical Implications
In our results, the group with higher environmental self-identity showed significantly
higher levels of pro-environmental purchasing behavior, HI, HC, and VC than the group
with lower environmental self-identity. However, there was no significant difference in
VI. These results suggest that consumers who perceive themselves as pro-environmental
engage in more pro-environmental purchasing behavior. Consumers with a higher level of
environmental self-identity prioritize personal autonomy and social equality more than
those with a lower level of environmental self-identity, which was indicated by their
higher levels of HI. Additionally, they exhibited a higher level of HC, accepting shared
responsibility for the well-being of others. They showed a higher level of VC, indicating
their willingness to fulfill obligations and adhere to social norms for group goals.
In groups with high environmental self-identity, we identified the influencing factors for pro-environmental purchasing behavior as HC, HI, and VC. In groups with low
environmental self-identity, we identified the key factors influencing pro-environmental
purchasing behavior as gender, age, VI, and VC. The control variables of gender and age
showed significant results, aligning with the findings of previous studies that suggest a
higher level of pro-environmental behavior among female participants than among male
participants [38–40] and with increasing age [32,41]. Furthermore, higher levels of VI and
VC were associated with higher pro-environmental purchasing behavior in groups with
low environmental self-identity.
VC has been identified as a significant influencing factor in groups with low and
high environmental self-identity, reflecting the strong inclination toward VC values in
the cultural context of the Republic of Korea. Previous research indicates that the Republic of Korea, along with Japan and India, is a representative vertical collectivist society
that emphasizes group cohesion, interdependence, compliance with authority, and the
importance of fulfilling obligations [12,20,28]. Analyses of magazine advertising content
show that Korean advertisements frequently employ collectivistic episodes related to group
harmony and interdependence [44]. These cultural values of VC are universally reflected
in the Republic of Korea. In addition, VC seeks to conform to normative expectations and
minimize social risks, playing a significant role in pro-environmental purchasing behavior [33]. These findings are consistent with research indicating that VC has a static impact
on green product purchase intentions, exerts a significant influence on perceived consumer
effectiveness, and has a static impact on ethical consumption behavior [24,28,32].
VI showed a significant influence in groups with low environmental self-identity.
These findings are consistent with the study by Czarnecka and Schivinski (2022), which
indicates that VI has a significant impact on perceived consumer effectiveness, and with
the study by Ali et al. (2019), which suggests that VI plays a moderating role in motivating
eco-friendly product purchases [32,45].
Conversely, HI and HC significantly influence groups with high environmental selfidentity. These results are similar to the research by Rahman and Luomala (2021), which
shows that HI has a static impact on environmental responsibility and green product
purchase intentions, and the study by Cho et al. (2013), which indicates that HC has a
significant impact on perceived consumer effectiveness [15,24]. Additionally, these findings
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align with previous research suggesting that HI and HC have a static effect on ethical
consumption [28].
4.2. Practical Implications
The practical implications of this study can be outlined as follows: If we wish to
encourage consumers’ pro-environmental purchasing behavior, we must establish suitable
strategies based on environmental self-identity, depending on the target consumer group.
Furthermore, we must understand consumers’ eco-friendly consumption behavior from
the cultural values perspective and target consumer segments to enhance the practical
aspects of pro-environmental purchasing behavior.
In the case of groups with low environmental self-identity, VI characteristics can be
appropriately utilized and applied in promotional strategies to achieve effective results.
VI types tend to respect individuality, seek status differentiation, and achieve a higher
relative position [25,29]. They are motivated by self-centered ambitions, such as status
enhancement and positive outcomes for themselves, when engaging in pro-environmental
consumption [15,32]. Additionally, vertical individualists believe in the power of their
actions, emphasize personal responsibility and competition, and consider their environmental consumption important [32]. We recommend considering these characteristics and
approaching consumers with low environmental self-identity by emphasizing individualistic goals and focusing on the personal and self-centered benefits of eco-friendly purchases.
Moreover, in messages encouraging eco-friendly purchases, it is advisable to associate them
with power and achievement, emphasizing their ability to enhance an individual’s status.
Applying this to eco-friendly product marketing and promotional strategies, products
should be designed to emphasize personal achievements and reputation for consumers
with low environmental self-identity, highlighting the ways in which eco-friendly products
can satisfy self-improvement and competitive desires. Emphasis should be placed on the
products’ eco-friendly attributes, stressing their contribution to environmental protection,
and linking this to the brand to communicate the brand’s central role in sustainability
and environmental preservation. Advertising should highlight how eco-friendly products
can fulfill consumers’ personal achievements and competitive advantages, and position
eco-friendly product brands as prestigious.
In groups with high environmental self-identity, HC and HI have a significant impact,
so we should utilize strategies reflecting this. HC individuals perceive themselves as part
of a collective, emphasizing common goals and equality [20]. They are inclined to make
decisions that benefit others and accept collective responsibility rather than pursuing their
interests [20]. Their motivations can positively influence sustainable consumption [33]. HI
individuals desire opinions about themselves and pursue them without seeking status or
boasting of their achievements, emphasizing harmony [20,27]. Through consumption, they
express themselves while demonstrating environmental responsibility and ethics [24,27,44].
It is essential to focus on equality, interdependence, and social responsibility to encourage
pro-environmental purchasing behavior among consumers with high levels of environmental self-identity. Additionally, we should facilitate personal satisfaction through creativity
and self-expression to sustain environmentally friendly purchases. Applying these aspects
to eco-friendly product marketing and promotional strategies, for consumers with a high
level of environmental self-identity, the emphasis should be placed on highlighting the social value of eco-friendly product purchases that can be shared with others. This approach
would encourage such consumers to purchase eco-friendly products that allow them to
maintain their independence while gaining social approval. Furthermore, promoting the
unique and innovative features of eco-friendly products and emphasizing sustainable
consumption and activities conveys a positive message, indicating that the selection of
eco-friendly products leads to the realization of social values. Additionally, establishing
online communities where consumers can share their experiences of eco-friendly product
purchases and eco-friendly activities, and can exchange feedback within the group, fosters
sustainable social collaboration.
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5. Conclusions and Limitations
We investigated the influence of HVIC on consumer groups based on environmental
self-identity to encourage pro-environmental purchasing behavior. We found that VC—a
cultural value based on a national context—is a common factor influencing consumer
behavior. Moreover, we identified key factors influencing pro-environmental purchasing
behavior in different groups based on their environmental self-identity. This study provides
valuable information and insights for policymakers and practitioners who seek to promote
the transition of consumers to practical pro-environmental behavior, thereby mitigating
environmental issues.
With the limitations of this study in mind, we suggest the following future research
directions: First, we only surveyed Korean participants, which limits the generalization
of the research findings. Therefore, future research should include a diverse range of
participants to enable additional investigations on pro-environmental purchasing behavior
to be conducted. Second, this study has limitations regarding consumer segmentation
because it considers environmental self-identity in only two groups. Thus, future research
should further explore consumer classifications by incorporating various segments focusing
on pro-environmental purchasing behavior and include additional validation studies.
Author Contributions: Conceptualization, J.J. and S.Y.C.; Methodology, J.J. and S.Y.C.; Formal
analysis, S.Y.C.; Writing—original draft, J.J. and S.Y.C.; Writing—review & editing, J.J. and S.Y.C.;
Supervision, J.J. All authors have read and agreed to the published version of the manuscript.
Funding: This research received no external funding.
Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Informed consent was obtained from all subjects involved in the study.
Data Availability Statement: Data are contained within the article.
Conflicts of Interest: The authors declare no conflict of interest.
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