Cultural intelligence and pro-environmental behavior: A cross-sectional study on the role of empathy and gratitude

The purpose of the study is to examine the effect of cultural intelligence on individuals' pro-environmental behavior.

Based on the social identity theory, this study employs a questionnaire survey method and utilizes hierarchical regression analysis to examine the relationship between cultural intelligence and pro-environmental behavior, as well as to explore the mediating mechanisms and boundary condition.

1) Cultural intelligence is positively related to individual's pro-environmental behavior. Individuals with high level (vs. low level) of cultural intelligence are much more likely to perform pro-environmental behavior. 2) The relationship is parallel mediated by empathy and gratitude. Higher cultural intelligence is associated with increased empathy and gratitude, which, in turn, facilitate the adoption of pro-environmental behavior. And 3) Age and gender moderate the main effect, while moderating role of educational level is not supported. Specifically, the main effect for males was significantly higher than that for females, and the main effect for older individuals appeared to be lower than that for younger individuals.

The study significantly contributes to the extant literature of cultural intelligence, pro-environmental behavior, and positive psychology, and these findings have essential implications for consumers to enhance individual subjective well-being, for marketers to improve their sale performance, and for policy makers to prompt overall social welfare. Meanwhile, the limitations of this study are acknowledged, and potential areas for future research are discussed.