Examining the Relationship between Individualism and Pro-Environmental Behavior: The Moderating Role of Social...

Area of Science:

• Environmental Psychology
• Sociology
• Cultural Psychology

Background:

• Understanding factors influencing pro-environmental behavior (PEB) is crucial for addressing environmental challenges.
• Hofstede's cultural dimensions, value-belief-norm theory, and social exchange theory provide frameworks for analyzing individual and societal influences on behavior.
• Korean society presents a unique context to examine cultural influences on environmental actions.

Purpose of the Study:

• To investigate the impact of individualism and social cohesion on PEB in Korea.
• To explore the moderating role of social cohesion in the relationship between individualism and PEB.
• To integrate cultural dimensions and psychological theories to explain PEB.

Main Methods:

• Utilized data from the 2021 Korean General Social Survey.
• Employed multiple linear regression analyses to examine relationships between variables.
• Analyzed the interplay between individualism, social cohesion, and pro-environmental behavior.

Main Results:

• Individualism showed a negative association with PEB.
• Social cohesion demonstrated a positive association with PEB.
• Social cohesion was found to attenuate the negative relationship between individualism and PEB.

Conclusions:

• While high individualism may decrease PEB, social cohesion acts as a community resource promoting eco-friendly actions.
• Findings suggest that fostering social cohesion can encourage environmentally conscious behavior, even among individuals motivated by personal interests.
• The study contributes to environmental psychology by highlighting the nuanced role of cultural factors and social structures in PEB.