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An institutional perspective on consumers' environmental awareness and pro‐environmental behavioral intention: Evidence from 39 countries
Author(s) -
Yang Morgan X.,
Tang Xuan,
Cheung Man Lai,
Zhang Ying
Publication year - 2021
Publication title -
business strategy and the environment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.123
H-Index - 105
eISSN - 1099-0836
pISSN - 0964-4733
DOI - 10.1002/bse.2638
Subject(s) - normative , perspective (graphical) , psychology , normative social influence , cognition , empirical evidence , social cognitive theory , social psychology , political science , philosophy , epistemology , artificial intelligence , neuroscience , computer science , law
We adopted an institutional approach to examine the relationship between environmental awareness and pro‐environmental behavioral intention at the individual level. We also compared the moderating effects of regulative, normative, and cognitive social institutions on this relationship. Based on survey data representing 42,962 consumers from 39 nations, we found that consumers' environmental awareness promoted their pro‐environmental behavioral intention. Moreover, we found that normative social institutions negatively moderated the relationship between environmental awareness and pro‐environmental behavioral intention, whereas cognitive social institutions positively moderated this relationship. This paper concludes with a discussion of the implications of these empirical findings.