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Cultural orientations and environmental sustainability in households: A comparative analysis of Hispanics and non‐Hispanic Whites in the United States
Author(s) -
Liu Yu,
Segev Sigal
Publication year - 2017
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12370
Subject(s) - mainstream , immigration , sustainability , value (mathematics) , independence (probability theory) , sample (material) , demographic economics , psychology , socioeconomics , geography , social psychology , sociology , political science , economics , ecology , statistics , chemistry , mathematics , archaeology , chromatography , machine learning , computer science , law , biology
This article explores the effect of cultural orientations on the sustainable household behaviours of Hispanic immigrants and non‐Hispanic Whites in the United States. A model is tested in which the personal‐level cultural orientations of interdependence‐independence determine consumers' environmental value and concern, which in turn, affect sustainable behaviours (recycling, water, electricity and energy conservation). Results from a sample of 338 Hispanic immigrants and 249 non‐Hispanic Whites indicate that interdependence predicts environmental values among non‐Hispanic Whites. For the Hispanic sample, neither interdependence nor independence predict environmental value. In both samples, environmental value is positively associated with environmental concern, which is positively related to sustainable behaviours. The relationships between environmental concern and all four behaviours are relatively weaker among Hispanics compared to non‐Hispanic Whites, suggesting that immigrants have not yet fully embraced mainstream American pro‐environmental ideals and practices. Our study sheds light on cultural differences regarding environmental values and concerns, and implies theoretical and practical recommendations for marketers in the United States.