<table><caption>**Table 5.** Summary of Hypotheses and Results.</caption><thead><tr><td>Hypothesis</td><td>Results</td><td>Verdict</td></tr></thead><tbody><tr><td>H<sub>1a</sub>: Generativity is positively related to environmental sustainability beliefs.</td><td>Generativity is not related to environmental sustainability beliefs.</td><td>Not supported</td></tr><tr><td>H<sub>1b</sub>: The positive link between generativity and environmental sustainability beliefs is weaker for consumers in Western cultures than for consumers in Eastern cultures.</td><td>The positive link between generativity and environmental sustainability beliefs is stronger for consumers in Western cultures than for consumers in Eastern cultures.</td><td>Not supported</td></tr><tr><td>H<sub>2a</sub>: Materialism is negatively related to environmental sustainability beliefs.</td><td>Materialism is not related to environmental sustainability beliefs.</td><td>Not supported</td></tr><tr><td>H<sub>2b</sub>: The negative link between materialism and environmental sustainability beliefs is stronger for consumers in Western cultures than for consumers in Eastern cultures.</td><td>The link between materialism and environmental sustainability beliefs is not statistically significant and is not significantly different between consumers in Western cultures and consumers in Eastern cultures.</td><td>Not supported</td></tr><tr><td>H<sub>3a</sub>: Religiosity is negatively related to environmental sustainability beliefs.</td><td>Religiosity is negatively related to environmental sustainability beliefs.</td><td>Supported</td></tr><tr><td>H<sub>3b</sub>: The negative link between religiosity and environmental sustainability beliefs is stronger for consumers in Western cultures than for consumers in Eastern cultures.</td><td>The negative link between religiosity and environmental sustainability beliefs is statistically significant but not significantly different between consumers in Western cultures and consumers in Eastern cultures.</td><td>Not supported</td></tr><tr><td>H<sub>4a</sub>: Family values are positively related to environmental sustainability beliefs.</td><td>Family values are not related to environmental sustainability beliefs.</td><td>Not supported</td></tr><tr><td>H<sub>4b</sub>: The positive link between family values and environmental sustainability beliefs is weaker for consumers in Western cultures than for consumers in Eastern cultures.</td><td>The positive link between family values and environmental sustainability beliefs is not significant for consumers in Western cultures but statistically significant for consumers in Eastern cultures.</td><td>Supported</td></tr><tr><td>H<sub>5a</sub>: Interdependence is positively related to environmental sustainability beliefs.</td><td>Interdependence is positively related to environmental sustainability beliefs.</td><td>Supported</td></tr><tr><td>H<sub>5b</sub>: The positive link between interdependence and environmental sustainability beliefs is weaker for consumers in Western cultures than for consumers in Eastern cultures.</td><td>The positive link between interdependence and environmental sustainability beliefs is significant but weaker for consumers in Western cultures than for consumers in Eastern cultures.</td><td>Supported</td></tr><tr><td>H<sub>6a</sub>: Environmental sustainability beliefs are positively related to environmental sustainability activism.</td><td>Environmental sustainability beliefs is positively related to environmental sustainability activism.</td><td>Supported</td></tr><tr><td>H<sub>6b</sub>: The positive link between environmental sustainability beliefs and environmental sustainability activism is stronger for consumers in Western cultures than for consumers in Eastern cultures.</td><td>The positive link between environmental sustainability beliefs and environmental sustainability activism is statistically significant for consumers in Western cultures but not statistically significant for consumers in Eastern cultures.</td><td>Supported</td></tr><tr><td>H<sub>7a</sub>: Environmental sustainability activism is positively related to perceived quality of life.</td><td>Environmental sustainability activism is positively related to perceived quality of life.</td><td>Supported</td></tr><tr><td>H<sub>7b</sub>: The positive link between environmental sustainability activism and quality of life is weaker for consumers in Western cultures than for consumers in Eastern cultures.</td><td>The positive link between environmental sustainability activism and quality of life is weaker for consumers in Western cultures than for consumers in Eastern cultures.</td><td>Supported</td></tr></tbody></table>

sustainability beliefs, lending support to $H_{5a}$. The results also provide evidence that high environmental sustainability beliefs are conducive to greater levels of environmental sustainability activism ($\beta = .18, t = 4.75, p < .01$), in support of $H_{6a}$. It is also clear that higher levels of environmental sustainability activism are associated with higher perceptions of quality of life, confirming $H_{7a}$ ($\beta = .16, t = 3.92, p < .01$).

## Moderating Effects

To establish whether there are cross-cultural differences in the relationships depicted in the conceptual model across the Western culture (e.g., U.S.) and Eastern culture (e.g., China) samples, we conducted multigroup analysis with IBM SPSS Amos 26. The results show culture to influence the relationship of generativity and environmental sustainability beliefs ($\Delta\chi^2(1) = 4.79, p < .05$), since the link is significant in the Western culture (U.S.) sample ($\beta = .14, t = 2.26, p < .05$), but not in

the Eastern culture (China) sample ($\beta = -.08, t = -.94, p > .05$). Although this is a significant finding, this contradicts our original hypothesis ($H_{1b}$), which argued for a stronger effect among consumers in Eastern cultures. We find no statistically significant differences for materialism ($\Delta\chi^2(1) = .19, p > .05$) and religiosity ($\Delta\chi^2(1) = .31, p > .05$), indicating that culture does not moderate their relationships with environmental sustainability beliefs, thus leading us to reject $H_{2b}$ and $H_{3b}$, respectively. In contrast, culture seems to moderate the links of family values ($\Delta\chi^2(1) = 11.18, p < .01$) and interdependence ($\Delta\chi^2(1) = 3.87, p < .05$) with environmental sustainability beliefs. In contrast, the results for family values and interdependence show a stronger effect for Eastern cultures (e.g., China) in support of $H_{4b}$ and $H_{5b}$, respectively.

To test $H_{6b}$ and $H_{7b}$, we examined whether there are cross-cultural differences in the links between environmental sustainability beliefs and environmental sustainability activism and between activism and quality of life. Although the
results show strong positive relationships for the pooled sample, differences between the samples are evident. For example, although we find a strong link between environmental sustainability beliefs and activism in the Western culture (U.S.) sample, ($\beta$ = .27, t = 5.50, p < .01), this is not the case in the Eastern culture (China) sample ($\beta$ = .01, t = .20, p > .05), a statistically significant difference ($\Delta\chi^2(1)$ = 8.82, p < .01). Although environmental sustainability activism is consistently linked to quality of life in both samples, the link is stronger in the Eastern culture (China) sample ($\Delta\chi^2(1)$ = 19.63, p < .01). These results provide strong support for $H_{6b}$ and $H_{7b}$ relating to the moderating role of culture in influencing the strength and significance of the link of environmental sustainability beliefs with environmental sustainability activism and quality of life. Table 5 provides an overview of the analytical outcomes related to all hypothesized relationships.

## Additional Analyses

To explore the possibility that environmental sustainability activism has a mediating role between environmental sustainability beliefs and quality of life, we conducted mediation analysis in IBM SPSS Amos 26 using bootstrapping with 5,000 samples. The indirect effect of environmental sustainability beliefs on quality of life is significant ($M_{indirect\_activism}$ = .04, $p$ = .004, 95% confidence interval = [.032, .102]). In addition, the direct link of environmental sustainability beliefs with quality of life ($\beta$ = -.07, t = -1.71, $p$ > .05) in the presence of environmental sustainability activism as a mediator ($\beta$ = .19, t = 4.89, $p$ < .01) was found to be nonsignificant. Thus, environmental sustainability activism fully mediates the link between environmental sustainability beliefs and quality of life. Web Appendix B provides the results of this analysis.

As a further check of model robustness, we also estimated alternative models by controlling for the effects of values on perceptions of quality of life (see Web Appendix C). The inclusion of the paths from values to quality of life does not change the significance or nature of our hypothesized relationships within the model nor the significance of the moderation effects. In addition, the model fit of all three alternative models is significantly improved as a result of adding these paths. This analysis shows some interesting results as it seems that higher levels of generativity ($\beta$ = .40, t = 8.39, $p$ < .01) and family values ($\beta$ = .12, t = 2.27, $p$ < .05) are conducive to higher quality-of-life perceptions, whereas higher levels of materialism ($\beta$ = -.15, t = -3.97, $p$ < .01) and interdependence ($\beta$ = -.12, t = -2.57, $p$ < .05) seem to be associated with lower quality-of-life perceptions. Religiosity seems to be unrelated with quality of life.

## Discussion

### *Theoretical and Empirical Contributions*

Our study provides a number of theoretical and empirical contributions to the international marketing and sustainability literature

streams. From a theoretical standpoint, we advance VBN theory within the international marketing domain by looking into the relevance of culture in helping to understand the linkages between values, beliefs, and norms in cross-cultural contexts. Our analysis demonstrates that although there are similarities, there are indeed some significant differences between Western and Eastern cultures with regard to the various hypothesized relationships within the VBN model. These findings indicate that such relationships are not homogeneous and can differ depending on the cultural background of people. We also demonstrate the importance of environmental sustainability for consumers' perceptions of quality of life, demonstrating the power of activism in helping individuals enhance their well-being.

From an empirical standpoint, although the results of our analysis show that religiosity exhibits a consistent negative relationship in both samples, the findings in the literature with respect to religiosity and environmentally related dependent variables (e.g., beliefs, attitudes) are equivocal and inconsistent. For example, Minton, Kahle, and Kim (2015) find a negative relationship, Felix et al. (2018) find a positive relationship, and Felix and Braunsberger (2016) reveal no significant results. Our study provides evidence that religiosity can be an impediment to environmental sustainability. We can only speculate about the underlying mechanism, yet it might relate to the importance that different religions attach to nature. For example, when looking at Christianity, which is dominant in the United States, it might be that religious citizens have an anthropocentric perception of society in which God has given humanity authority and dominance over nature (White 1967). As for China, a possible reason is that the Analects of Confucius contain few references to nature (UNEP 2022).

Our study also found evidence of a consistent positive link between interdependence and environmental sustainability beliefs. This finding is in accord with the findings of Liu and Segev (2017), but also in line with studies examining the important role of collectivism in fostering environmental and recycling beliefs and attitudes (e.g., Cho et al. 2013). This evidence shows that individuals with strong, cohesive in-group ties are more likely to care for the common good and develop pro-environmental beliefs as a way to protect the group. In contrast, no evidence to support a link between family values and environmental sustainability beliefs was found. Although this result is surprising, it might be attributed to the different priorities and struggles faced by people high in family values. It might also be that the result is context-specific since traditional family structures are typically found in Latin America, Africa, and Asia, which happen to be the parts of the world where people express the most concern for climate change and desire for solutions (Plant with Purpose 2020). The fact that the relationship is significant in the Eastern culture sample but not in the Western culture sample provides some evidence to support this assertion.

The positive association of generativity with environmental sustainability beliefs in the U.S. sample provides evidence of the need to examine environmentalism from a future-oriented and long-term perspective, particularly in developed countries
results show strong positive relationships for the pooled sample, differences between the samples are evident. For example, although we find a strong link between environmental sustainability beliefs and activism in the Western culture (U.S.) sample, (β = .27, t = 5.50, p < .01), this is not the case in the Eastern culture (China) sample (β = .01, t = .20, p > .05), a statistically significant difference ($\Delta\chi^2(1) = 8.82, p < .01$). Although environmental sustainability activism is consistently linked to quality of life in both samples, the link is stronger in the Eastern culture (China) sample ($\Delta\chi^2(1) = 19.63, p < .01$). These results provide strong support for $H_6b$ and $H_7b$ relating to the moderating role of culture in influencing the strength and significance of the link of environmental sustainability beliefs with environmental sustainability activism and quality of life. Table 5 provides an overview of the analytical outcomes related to all hypothesized relationships.

## Additional Analyses

To explore the possibility that environmental sustainability activism has a mediating role between environmental sustainability beliefs and quality of life, we conducted mediation analysis in IBM SPSS Amos 26 using bootstrapping with 5,000 samples. The indirect effect of environmental sustainability beliefs on quality of life is significant ($M_{indirect\_activism} = .04, p = .004$, 95% confidence interval = [.032, .102]). In addition, the direct link of environmental sustainability beliefs with quality of life ($\beta = -.07, t = -1.71, p > .05$) in the presence of environmental sustainability activism as a mediator ($\beta = .19, t = 4.89, p < .01$) was found to be nonsignificant. Thus, environmental sustainability activism fully mediates the link between environmental sustainability beliefs and quality of life. Web Appendix B provides the results of this analysis.

As a further check of model robustness, we also estimated alternative models by controlling for the effects of values on perceptions of quality of life (see Web Appendix C). The inclusion of the paths from values to quality of life does not change the significance or nature of our hypothesized relationships within the model nor the significance of the moderation effects. In addition, the model fit of all three alternative models is significantly improved as a result of adding these paths. This analysis shows some interesting results as it seems that higher levels of generativity ($\beta = .40, t = 8.39, p < .01$) and family values ($\beta = .12, t = 2.27, p < .05$) are conducive to higher quality-of-life perceptions, whereas higher levels of materialism ($\beta = -.15, t = -3.97, p < .01$) and interdependence ($\beta = -.12, t = -2.57, p < .05$) seem to be associated with lower quality-of-life perceptions. Religiosity seems to be unrelated with quality of life.

## Discussion

### *Theoretical and Empirical Contributions*

Our study provides a number of theoretical and empirical contributions to the international marketing and sustainability literature

streams. From a theoretical standpoint, we advance VBN theory within the international marketing domain by looking into the relevance of culture in helping to understand the linkages between values, beliefs, and norms in cross-cultural contexts. Our analysis demonstrates that although there are similarities, there are indeed some significant differences between Western and Eastern cultures with regard to the various hypothesized relationships within the VBN model. These findings indicate that such relationships are not homogeneous and can differ depending on the cultural background of people. We also demonstrate the importance of environmental sustainability for consumers' perceptions of quality of life, demonstrating the power of activism in helping individuals enhance their well-being.

From an empirical standpoint, although the results of our analysis show that religiosity exhibits a consistent negative relationship in both samples, the findings in the literature with respect to religiosity and environmentally related dependent variables (e.g., beliefs, attitudes) are equivocal and inconsistent. For example, Minton, Kahle, and Kim (2015) find a negative relationship, Felix et al. (2018) find a positive relationship, and Felix and Braunsberger (2016) reveal no significant results. Our study provides evidence that religiosity can be an impediment to environmental sustainability. We can only speculate about the underlying mechanism, yet it might relate to the importance that different religions attach to nature. For example, when looking at Christianity, which is dominant in the United States, it might be that religious citizens have an anthropocentric perception of society in which God has given humanity authority and dominance over nature (White 1967). As for China, a possible reason is that the Analects of Confucius contain few references to nature (UNEP 2022).

Our study also found evidence of a consistent positive link between interdependence and environmental sustainability beliefs. This finding is in accord with the findings of Liu and Segev (2017), but also in line with studies examining the important role of collectivism in fostering environmental and recycling beliefs and attitudes (e.g., Cho et al. 2013). This evidence shows that individuals with strong, cohesive in-group ties are more likely to care for the common good and develop pro-environmental beliefs as a way to protect the group. In contrast, no evidence to support a link between family values and environmental sustainability beliefs was found. Although this result is surprising, it might be attributed to the different priorities and struggles faced by people high in family values. It might also be that the result is context-specific since traditional family structures are typically found in Latin America, Africa, and Asia, which happen to be the parts of the world where people express the most concern for climate change and desire for solutions (Plant with Purpose 2020). The fact that the relationship is significant in the Eastern culture sample but not in the Western culture sample provides some evidence to support this assertion.

The positive association of generativity with environmental sustainability beliefs in the U.S. sample provides evidence of the need to examine environmentalism from a future-oriented and long-term perspective, particularly in developed countries
such as the United States. This finding is also consistent with a
growing number of studies that demonstrate the important moti-
vating role of generativity in influencing environmental sustain-
ability beliefs, attitudes, and concern (e.g., Do Paço et al. 2013;
Urien and Kilbourne 2011; Wells et al. 2016). However, the rela-
tionship was not significant in our China sample. It suggests that
priorities regarding the well-being of future generations are unre-
lated to discussions and beliefs relating to the natural environ-
ment. Confucianism might have some role to play here since
the concepts of afterlife and eternal life are not explicitly dis-
cussed by Confucius; more emphasis is placed on moral aware-
ness and autonomy during an individual's life. Another possible
explanation for these results could stem from the importance of
family in the Chinese culture, which is supported in our analysis.
The Chinese culture puts particular emphasis on relationships
with family members, such as parents, siblings, and spouses.
Therefore, protecting family members from future problems
might be a stronger motivating factor than just caring for future
generations, as indicated by our results.

Drawing on insights from the literature (e.g., Kilbourne and Pickett 2008; Strizhakova and Coulter 2013), we hypothesized that materialism would have a negative relationship to environmental sustainability beliefs; however, in both samples, we found no significant link. We argue that, on the one hand, non-materialistic individuals are preoccupied with economic struggles for survival and pursue objectives that are unrelated to environmental issues. On the other hand, highly materialistic people put strong emphasis on material possessions, feeding their constant hunger for ownership at the expense of the natural environment. Between these extreme points are individuals with postmaterialistic or sustainable materialism objectives, who focus on collaborative and collective institutions and material flows (Schlosberg 2019).

Our study lends support to the notion that environmental sustainability beliefs are conducive for environmental sustainability activism to emerge and that beliefs can and do motivate environmental action, such as signing petitions, attending environmental events, and providing financial support to environmental groups. One notable finding is the absence of a significant direct link between environmental sustainability beliefs and activism in the China sample. Perhaps this is due to the Chinese government's effort to ensure that activism and green movements stay under its close control (Standaert 2017). It is also evident that engaging in environmental sustainability activism may not be inconsequential with respect to quality-of-life perceptions. The results are in line with self-determination arguments (Ryan and Deci 2000) and consistent in both study samples. Our findings are also in accord with studies conducted in psychology that show that, in general, activists exhibit greater hedonic, eudaemonic, and social well-being (e.g., Klar and Kasser 2009). Interestingly, the critical insight we glean from our empirical results is that there is an indirect link of environmental sustainability beliefs through environmental sustainability activism. In other words, beliefs only translate to enhanced quality of life when individuals engage in environmental sustainability activism.

Although the study identifies a number of significant and nonsignificant hypothesized relationships, it is interesting to see the effects of covariates on dependent variables in the model as well. For instance, the Schwartz's generic values included in the analysis are all significantly related to environmental sustainability beliefs in the pooled sample, with self-transcendence and openness to change linked positively and conservation and self-enhancement associated negatively with environmental sustainability beliefs. From a cross-cultural perspective, however, the links are not as consistent since the findings seem to change in the individual country samples. In addition, it seems that trust in government can help explain changes in quality of life and environmental sustainability activism. This association seems to be evident in all samples and is consistent with previous findings confirming the positive link of environmental sustainability activism with political trust and pro-social behavior (Caferra, Colasante, and Morone 2021; Marquart-Pyatt 2018).

Implications for Managers and Policy Makers

This study has several managerial implications. First, we show that understanding values and how these are linked with the formation of beliefs is critical, not only for elevating levels of environmental concern but also for managing quality-of-life perceptions among the population. For example, communication messages from companies and/or public organizations can focus on particular values (e.g., generational and family consequences of sustainability problems) and associated aspects (e.g., education, housing, social welfare) to enhance the effectiveness of environmental protection campaigns, improve support for environmental causes, and increase collaboration and well-being within the society. In addition, public policy makers should intensify efforts to communicate the importance of environmental beliefs for collective and individual well-being. Second, practitioners should pay attention to the negative relationship between religiosity and environmental sustainability beliefs. For example, integrating religious norms and faith-related elements within sustainability-related advertising messages or even internal company policies might not be the best way to persuade individuals of the importance of environmental sustainability.

Third, the findings suggest that international marketing managers should account for the unique customer characteristics of each country instead of implementing standardized approaches. This is particularly true for promoting and positioning sustainable products and services as well as public policy campaigns that require consumer engagement to be effective. Fourth, if the government and local authorities in China would like to encourage environmental sustainability activism, it will be a good idea to look into the factors inhibiting environmentally conscious individuals from engaging actively with environmental issues within the society. Finally, our findings stress the important role of environmental activism in creating benefits for both individuals (e.g., greater life satisfaction) and society at large (e.g., improved standards of living). Public policy
such as the United States. This finding is also consistent with a growing number of studies that demonstrate the important motivating role of generativity in influencing environmental sustainability beliefs, attitudes, and concern (e.g., Do Paço et al. 2013; Urien and Kilbourne 2011; Wells et al. 2016). However, the relationship was not significant in our China sample. It suggests that priorities regarding the well-being of future generations are unrelated to discussions and beliefs relating to the natural environment. Confucianism might have some role to play here since the concepts of afterlife and eternal life are not explicitly discussed by Confucius; more emphasis is placed on moral awareness and autonomy during an individual's life. Another possible explanation for these results could stem from the importance of family in the Chinese culture, which is supported in our analysis. The Chinese culture puts particular emphasis on relationships with family members, such as parents, siblings, and spouses. Therefore, protecting family members from future problems might be a stronger motivating factor than just caring for future generations, as indicated by our results.

Drawing on insights from the literature (e.g., Kilbourne and Pickett 2008; Strizhakova and Coulter 2013), we hypothesized that materialism would have a negative relationship to environmental sustainability beliefs; however, in both samples, we found no significant link. We argue that, on the one hand, non-materialistic individuals are preoccupied with economic struggles for survival and pursue objectives that are unrelated to environmental issues. On the other hand, highly materialistic people put strong emphasis on material possessions, feeding their constant hunger for ownership at the expense of the natural environment. Between these extreme points are individuals with postmaterialistic or sustainable materialism objectives, who focus on collaborative and collective institutions and material flows (Schlosberg 2019).

Our study lends support to the notion that environmental sustainability beliefs are conducive for environmental sustainability activism to emerge and that beliefs can and do motivate environmental action, such as signing petitions, attending environmental events, and providing financial support to environmental groups. One notable finding is the absence of a significant direct link between environmental sustainability beliefs and activism in the China sample. Perhaps this is due to the Chinese government's effort to ensure that activism and green movements stay under its close control (Standaert 2017). It is also evident that engaging in environmental sustainability activism may not be inconsequential with respect to quality-of-life perceptions. The results are in line with self-determination arguments (Ryan and Deci 2000) and consistent in both study samples. Our findings are also in accord with studies conducted in psychology that show that, in general, activists exhibit greater hedonic, eudaemonic, and social well-being (e.g., Klar and Kasser 2009). Interestingly, the critical insight we glean from our empirical results is that there is an indirect link of environmental sustainability beliefs through environmental sustainability activism. In other words, beliefs only translate to enhanced quality of life when individuals engage in environmental sustainability activism.

Although the study identifies a number of significant and nonsignificant hypothesized relationships, it is interesting to see the effects of covariates on dependent variables in the model as well. For instance, the Schwartz's generic values included in the analysis are all significantly related to environmental sustainability beliefs in the pooled sample, with self-transcendence and openness to change linked positively and conservation and self-enhancement associated negatively with environmental sustainability beliefs. From a cross-cultural perspective, however, the links are not as consistent since the findings seem to change in the individual country samples. In addition, it seems that trust in government can help explain changes in quality of life and environmental sustainability activism. This association seems to be evident in all samples and is consistent with previous findings confirming the positive link of environmental sustainability activism with political trust and pro-social behavior (Caferra, Colasante, and Morone 2021; Marquart-Pyatt 2018).

## Implications for Managers and Policy Makers

This study has several managerial implications. First, we show that understanding values and how these are linked with the formation of beliefs is critical, not only for elevating levels of environmental concern but also for managing quality-of-life perceptions among the population. For example, communication messages from companies and/or public organizations can focus on particular values (e.g., generational and family consequences of sustainability problems) and associated aspects (e.g., education, housing, social welfare) to enhance the effectiveness of environmental protection campaigns, improve support for environmental causes, and increase collaboration and well-being within the society. In addition, public policy makers should intensify efforts to communicate the importance of environmental beliefs for collective and individual well-being. Second, practitioners should pay attention to the negative relationship between religiosity and environmental sustainability beliefs. For example, integrating religious norms and faith-related elements within sustainability-related advertising messages or even internal company policies might not be the best way to persuade individuals of the importance of environmental sustainability.

Third, the findings suggest that international marketing managers should account for the unique customer characteristics of each country instead of implementing standardized approaches. This is particularly true for promoting and positioning sustainable products and services as well as public policy campaigns that require consumer engagement to be effective. Fourth, if the government and local authorities in China would like to encourage environmental sustainability activism, it will be a good idea to look into the factors inhibiting environmentally conscious individuals from engaging actively with environmental issues within the society. Finally, our findings stress the important role of environmental activism in creating benefits for both individuals (e.g., greater life satisfaction) and society at large (e.g., improved standards of living). Public policy
makers and nonprofit organizations should encourage activism for greater sustainability and societal well-being.

## Limitations and Future Research Directions

The limitations inherent in our study give rise to several future research directions. First, we employed a cross-sectional research design, which essentially provides a snapshot of the nature of the relationships between the constructs at a particular point in time. It would be beneficial to assess how values and their influence on sustainability beliefs and behaviors evolve over time, particularly because countries are increasingly adopting climate-friendly strategies and policies (Schill, Godefroit-Winkel, and Hughes 2021).

Second, whereas we applied correlational techniques to examine the links between values and environmental sustainability beliefs, future research could analyze net-effect estimations, apply experimental approaches to establish cause and effect, and investigate asymmetrical/nonlinear relationships between various value systems and environmental sustainability beliefs. For example, rather than measuring chronic interdependence as we did, self-construal could be experimentally manipulated. In doing so, Simpson, Robertson, and White (2020) find a significant effect of interdependent (but not independent) self-construal on employees' engagement in corporate social responsibility. Similarly, materialism could be experimentally manipulated to isolate effects on certain environmental sustainability beliefs and actions. Informed by the results of our analyses, we encourage future research to investigate more directly the correlation between human values and quality-of-life perceptions. Our additional analysis revealed significant effects of values on quality-of-life perceptions, a finding that on its own is rather interesting and needs better theorization and understanding. It would be also important to understand better the interplay and combined effects of these values in influencing key dependent variables from our study.

Third, the structural heterogeneity of the two samples is different in terms of size, age, and religion, although some of the effects pertaining to the influence of values on environmental sustainability beliefs could have been larger. Despite the fact that we accounted for demographics in our analysis, caution should be exercised in overgeneralizing our results, and future studies should look to get larger and more homogeneous country samples for testing purposes. Fourth, the study focused on the United States as an example of a Western culture and on China as an example of an Eastern culture. We encourage replications of this study in other country settings, with varied economic, sociocultural, and political-legal conditions. It will also be helpful to include different dimensions (e.g., indulgence, masculinity) and levels (e.g., country, firm, consumer) of culture and explore their links to environmental beliefs and behavior.

Fifth, our research uses VBN as the enabling theory for explaining the model. Future research could use alternative complementary or competing theories to explore the combinatorial effect in explaining and determining behavior (e.g.,

Skarmeas et al. 2020). Zhang et al. (2020) find that, whereas VBN is better at predicting altruistic behaviors related to climate change mitigation, the Theory of Planned Behavior is more successful at explaining self-interest behaviors, such as climate change adaptation. Our model incorporates activism, which is more closely related to mitigation. Future research examining behaviors more closely related to adaptation, such as home insulation or reforestation, might find the Theory of Planned Behavior more appropriate. In addition, the predictive power of different models might also interact with more independent versus interdependent cultures. Furthermore, prior research on sustainable behaviors demonstrates the importance of reference groups (Welsch and Kühling 2009), yet the extent to which reference groups influence behavior is further influenced by whether individuals are independent or interdependent (Escalas and Bettman 2005).

Sixth, our findings related to materialism show the need for additional research. Materialism remains a pervasive value in contemporary societies, and further research could shed more light on its facets and consequences. To this end, Burroughs et al. (2013) suggest that materialism is similarly prevalent across cultures but for different reasons: in individualist cultures the quest for status and differentiation might drive materialism, whereas in collectivist cultures it could help establish in- and out-groups. Providing a more nuanced picture of culturally distinct antecedents of materialism and suggesting viable strategies to effectively manage it is thus important.

Finally, in this study, we used an established and widely used subjective measure to capture perceptions of quality of life (i.e., Ekici and Peterson 2009). Objective measures of quality of life at national and individual levels can also be considered in future studies, for example when looking at material conditions of life, such as education, cost of living, and/or life expectancy. Future research could also explore quality-of-work and nonwork life satisfaction and feelings of self-worth (e.g., Erdogan et al. 2012) as outcomes of environmental sustainability activism or other forms of activism, such as political or civic engagement (e.g., Skarmeas et al. 2020).

## Acknowledgments

The authors acknowledge the financial assistance from the University of Leeds and Open University of Cyprus for conducting this project. The authors thank the editors and anonymous reviewers of the journal for their valuable insights and constructive comments on previous versions of the article. The authors also thank Peeter W.J. Verlegh (Vrije Universiteit Amsterdam), Leonidas C. Leonidou (University of Cyprus), and Dionysis Skarmeas (Athens University of Economics and Business) for their constructive suggestions on early drafts of this article.

## Associate Editor

Petra Riefler

## Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.
makers and nonprofit organizations should encourage activism
for greater sustainability and societal well-being.

Limitations and Future Research Directions

The limitations inherent in our study give rise to several future
research directions. First, we employed a cross-sectional
research design, which essentially provides a snapshot of the
nature of the relationships between the constructs at a particular
point in time. It would be beneficial to assess how values
and their influence on sustainability beliefs and behaviors
evolve over time, particularly because countries are increas-
ingly adopting climate-friendly strategies and policies (Schill,
Godefroit-Winkel, and Hughes 2021).

Second, whereas we applied correlational techniques to
examine the links between values and environmental sustainabil-
ity beliefs, future research could analyze net-effect estimations,
apply experimental approaches to establish cause and effect,
and investigate asymmetrical/nonlinear relationships between
various value systems and environmental sustainability beliefs.
For example, rather than measuring chronic interdependence as
we did, self-construal could be experimentally manipulated. In
doing so, Simpson, Robertson, and White (2020) find a signifi-
cant effect of interdependent (but not independent) self-construal
on employees' engagement in corporate social responsibility.
Similarly, materialism could be experimentally manipulated to
isolate effects on certain environmental sustainability beliefs
and actions. Informed by the results of our analyses, we encour-
age future research to investigate more directly the correlation
between human values and quality-of-life perceptions. Our addi-
tional analysis revealed significant effects of values on
quality-of-life perceptions, a finding that on its own is rather
interesting and needs better theorization and understanding. It
would be also important to understand better the interplay and
combined effects of these values in influencing key dependent
variables from our study.

Third, the structural heterogeneity of the two samples is dif-
ferent in terms of size, age, and religion, although some of the
effects pertaining to the influence of values on environmental
sustainability beliefs could have been larger. Despite the fact
that we accounted for demographics in our analysis, caution
should be exercised in overgeneralizing our results, and future
studies should look to get larger and more homogeneous
country samples for testing purposes. Fourth, the study
focused on the United States as an example of a Western
culture and on China as an example of an Eastern culture. We
encourage replications of this study in other country settings,
with varied economic, sociocultural, and political-legal condi-
tions. It will also be helpful to include different dimensions
(e.g., indulgence, masculinity) and levels (e.g., country, firm,
consumer) of culture and explore their links to environmental
beliefs and behavior.

Fifth, our research uses VBN as the enabling theory for
explaining the model. Future research could use alternative
complementary or competing theories to explore the combina-
tory effect in explaining and determining behavior (e.g.,

Skarmeas et al. 2020). Zhang et al. (2020) find that, whereas VBN is better at predicting altruistic behaviors related to climate change mitigation, the Theory of Planned Behavior is more successful at explaining self-interest behaviors, such as climate change adaptation. Our model incorporates activism, which is more closely related to mitigation. Future research examining behaviors more closely related to adaptation, such as home insulation or reforestation, might find the Theory of Planned Behavior more appropriate. In addition, the predictive power of different models might also interact with more independent versus interdependent cultures. Furthermore, prior research on sustainable behaviors demonstrates the importance of reference groups (Welsch and Kühling 2009), yet the extent to which reference groups influence behavior is further influenced by whether individuals are independent or interdependent (Escalas and Bettman 2005).

Sixth, our findings related to materialism show the need for
additional research. Materialism remains a pervasive value in con-
temporary societies, and further research could shed more light on
its facets and consequences. To this end, Burroughs et al. (2013)
suggest that materialism is similarly prevalent across cultures but
for different reasons: in individualist cultures the quest for status
and differentiation might drive materialism, whereas in collectivist
cultures it could help establish in- and out-groups. Providing a
more nuanced picture of culturally distinct antecedents of materi-
alism and suggesting viable strategies to effectively manage it
is thus important.

Finally, in this study, we used an established and widely used
subjective measure to capture perceptions of quality of life (i.e.,
Ekici and Peterson 2009). Objective measures of quality of life
at national and individual levels can also be considered in future
studies, for example when looking at material conditions of life,
such as education, cost of living, and/or life expectancy. Future
research could also explore quality-of-work and nonwork life sat-
isfaction and feelings of self-worth (e.g., Erdogan et al. 2012) as
outcomes of environmental sustainability activism or other
forms of activism, such as political or civic engagement (e.g.,
Skarmeas et al. 2020).

Acknowledgments

The authors acknowledge the financial assistance from the University
of Leeds and Open University of Cyprus for conducting this project.
The authors thank the editors and anonymous reviewers of the
journal for their valuable insights and constructive comments on previ-
ous versions of the article. The authors also thank Peeter W.J. Verlegh
(Vrije Universiteit Amsterdam), Leonidas C. Leonidou (University of
Cyprus), and Dionysis Skarmeas (Athens University of Economics and
Business) for their constructive suggestions on early drafts of this
article.

Associate Editor

Petra Riefler

Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest with respect to
the research, authorship, and/or publication of this article.
## Funding

The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the University of Leeds and Open University of Cyprus.

## ORCID iDs

Constantinos N. Leonidou ID https://orcid.org/0000-0003-1831-9733

Bodo B. Schlegelmilch ID https://orcid.org/0000-0001-8886-955X

## References

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Burroughs, James E., Lan Nguyen Chaplin, Mario Pandelaere, Michael I. Norton, Nailya Ordabayeva, Alex Gunz, et al. (2013), “Using Motivation Theory to Develop a Transformative Consumer Research Agenda for Reducing Materialism in Society,” *Journal of Public Policy & Marketing*, 32 (1), 18–31.

Burroughs, James E. and Aric Rindfleisch (2002), “Materialism and Well-Being: A Conflicting Values Perspective,” *Journal of Consumer Research*, 29 (3), 348–70.

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Chang, LinChiat and Robert M. Arkin (2002), “Materialism as an Attempt to Cope with Uncertainty,” *Psychology & Marketing*, 19 (5), 389–406.

Cho, Yoon-Na, Anastasia Thyroff, Molly I. Rapert, Seong-Yeon Park, and Hyun Ju Lee (2013), “To Be or Not to Be Green: Exploring Individualism and Collectivism as Antecedents of Environmental Behavior,” *Journal of Business Research*, 66 (8), 1052–59.

Chwialkowska, Agnieszka, Waheed Akbar Bhatti, and Mario Glowik (2020), “The Influence of Cultural Values on Pro-Environmental Behavior,” *Journal of Cleaner Production*, 268, 122305.

Clawson, Joseph C. and Donald E. Vinson (1978), “Human Values: A Historical and Interdisciplinary Analysis,” in *Advances in Consumer Research*, Kent Hunt, ed. Ann Arbor, MI: Association for Consumer Research, 396–402.

Collins, Christy M., Linda Steg, and Martine A. Koning (2007), “Customers’ Values, Beliefs on Sustainable Corporate Performance, and Buying Behavior,” *Psychology & Marketing*, 24 (6), 555–77.

Crompton, Tom (2011), “Values Matter,” *Nature Climate Change*, 1 (6), 276–77.

Cross, Susan E., Pamela L. Bacon, and Michael L. Morris (2000), “The Relational-Interdependent Self-Construal and Relationships,” *Journal of Personality and Social Psychology*, 78 (4), 791–808.

De Groot, Judith I. and Linda Steg (2008), “Value Orientations to Explain Beliefs Related to Environmental Significant Behavior:
# Funding

The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the University of Leeds and Open University of Cyprus.

# ORCID iDs

Constantinos N. Leonidou ID https://orcid.org/0000-0003-1831-9733

Bodo B. Schlegelmilch ID https://orcid.org/0000-0001-8886-955X

# References

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Albert, Eleanor and Lindsay Maizland (2020), *The Rohingya Crisis*. New York: Council on Foreign Relations.

Arbuckle, Matthew B. and David M. Konisky (2015), “The Role of Religion in Environmental Attitudes,” *Social Science Quarterly*, 96 (5), 1244–63.

Arnocky, Steven, Mirella Stroink, and Teressa DeCicco (2007), “Self-Construal Predicts Environmental Concern, Cooperation, and Conservation,” *Journal of Environmental Psychology*, 27 (4), 255–64.

Awanis, Sandra, Bodo B. Schlegelmilch, and Charles Cui (2017), “Asia’s Materialists: Reconciling Collectivism and Materialism,” *Journal of International Business Studies*, 48 (8), 964–91.

Banerjee, Bobby and Kim McKeage (1994), “How Green Is My Value: Exploring the Relationship Between Environmentalism and Materialism,” in *Advances in Consumer Research*, Chris T. Allen and Deborah Roedder John, eds. Provo, UT: Association for Consumer Research, 147–52.

Barbarossa, Camilla and Patrick De Pelsmacker (2016), “Positive and Negative Antecedents of Purchasing Eco-Friendly Products: A Comparison Between Green and Non-Green Consumers,” *Journal of Business Ethics*, 134 (2), 229–47.

Barnett, Michael D., William P. Archuleta, and Christina Cantu (2019), “Politics, Concern for Future Generations, and the Environment: Generativity Mediates Political Conservatism and Environmental Attitudes,” *Journal of Applied Social Psychology*, 49 (10), 647–54.

BBC (2020), “Fact-Checking the US and China on Climate and Environment,” (November 13), https://www.bbc.com/news/election-us-2020-54719577.

Beatty, Sharon E., Lynn R. Kahle, and Pamela Homer (1991), “Personal Values and Gift-Giving Behaviors: A Study Across Cultures,” *Journal of Business Research*, 22 (2), 149–57.

Belk, Russell W. (1985), “Materialism: Trait Aspects of Living in the Material World,” *Journal of Consumer Research*, 12 (3), 265–80.

Bigoness, William J. and Gerald L. Blakely (1996), “A Cross-National Study of Managerial Values,” *Journal of International Business Studies*, 27 (4), 739–48.

Binder, Martin and Ann-Kathrin Blankenberg (2016), “Environmental Concerns, Volunteering and Subjective Well-Being: Antecedents and Outcomes of Environmental Activism in Germany,” *Ecological Economics*, 124, 1–16.

Bockover, Mary I. (2010), “Confucianism and Ethics in the Western Philosophical Tradition I: Foundational Concepts,” *Philosophy Compass*, 5 (4), 307–16.

Boden, Tom A., Gregg Marland, and Robert J. Andres (2017), “National CO2 Emissions from Fossil-Fuel Burning, Cement Manufacture, and Gas Flaring: 1751–2014,” Carbon Dioxide Information Analysis Center, Oak Ridge National Laboratory, U.S. Department of Energy.

Bouman, Thijs, Linda Steg, and Goda Perlaviciute (2021), “From Values to Climate Action,” *Current Opinion in Psychology*, 42, 102–107.

Bronowski, Jacob (1956), “The Educated Man in 1984,” *Science*, 123 (3200), 710–12.

Burroughs, James E., Lan Nguyen Chaplin, Mario Pandelaere, Michael I. Norton, Nailya Ordabayeva, Alex Gunz, et al. (2013), “Using Motivation Theory to Develop a Transformative Consumer Research Agenda for Reducing Materialism in Society,” *Journal of Public Policy & Marketing*, 32 (1), 18–31.

Burroughs, James E. and Aric Rindfleisch (2002), “Materialism and Well-Being: A Conflicting Values Perspective,” *Journal of Consumer Research*, 29 (3), 348–70.

Caferra, Rocco, Annarita Colasante, and Andrea Morone (2021), “The Less You Burn, the More We Earn: The Role of Social and Political Trust on Energy-Saving Behaviour in Europe,” *Energy Research & Social Science*, 71, 101812.

Chamorro, Antonio, Sergio Rubio, and Francisco J. Miranda (2009), “Characteristics of Research on Green Marketing,” *Business Strategy and the Environment*, 18 (4), 223–39.

Chan, Ricky Y.K. (2001), “Determinants of Chinese Consumers’ Green Purchase Behavior,” *Psychology & Marketing*, 18 (4), 389–413.

Chang, LinChiat and Robert M. Arkin (2002), “Materialism as an Attempt to Cope with Uncertainty,” *Psychology & Marketing*, 19 (5), 389–406.

Cho, Yoon-Na, Anastasia Thyroff, Molly I. Rapert, Seong-Yeon Park, and Hyun Ju Lee (2013), “To Be or Not to Be Green: Exploring Individualism and Collectivism as Antecedents of Environmental Behavior,” *Journal of Business Research*, 66 (8), 1052–59.

Chwialkowska, Agnieszka, Waheed Akbar Bhatti, and Mario Glowik (2020), “The Influence of Cultural Values on Pro-Environmental Behavior,” *Journal of Cleaner Production*, 268, 122305.

Clawson, Joseph C. and Donald E. Vinson (1978), “Human Values: A Historical and Interdisciplinary Analysis,” in *Advances in Consumer Research*, Kent Hunt, ed. Ann Arbor, MI: Association for Consumer Research, 396–402.

Collins, Christy M., Linda Steg, and Martine A. Koning (2007), “Customers’ Values, Beliefs on Sustainable Corporate Performance, and Buying Behavior,” *Psychology & Marketing*, 24 (6), 555–77.

Crompton, Tom (2011), “Values Matter,” *Nature Climate Change*, 1 (6), 276–77.

Cross, Susan E., Pamela L. Bacon, and Michael L. Morris (2000), “The Relational-Interdependent Self-Construal and Relationships,” *Journal of Personality and Social Psychology*, 78 (4), 791–808.

De Groot, Judith I. and Linda Steg (2008), “Value Orientations to Explain Beliefs Related to Environmental Significant Behavior:
How to Measure Egoistic, Altruistic, and Biospheric Value Orientations,” *Environment and Behavior*, 40 (3), 330–54.

De Mooij, Marieke and Geert Hofstede (2011), “Cross-Cultural Consumer Behavior: A Review of Research Findings,” *Journal of International Consumer Marketing*, 23 (3/4), 181–92.

Diamantopoulos, Adamantios, Bodo B. Schlegelmilch, Rudolf R. Sinkovics, and Greg M. Bohlen (2003), “Can Socio-Demographics Still Play a Role in Profiling Green Consumers? A Review of the Evidence and an Empirical Investigation,” *Journal of Business Research*, 56 (6), 465–80.

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Dietz, Thomas, Paul C. Stern, and Gregory A. Guagnano (1998), “Social Structural and Social Psychological Bases of Environmental Concern,” *Environment and Behavior*, 30 (4), 450–71.

Dono, Joanne, Janine Webb, and Ben Richardson (2010), “The Relationship Between Environmental Activism, Pro-Environmental Behaviour and Social Identity,” *Journal of Environmental Psychology*, 30 (2), 178–86.

Do Paço, Arminda, Helena Alves, Chris Shiel, and Walter L. Filho (2013), “Development of a Green Consumer Behaviour Model,” *International Journal of Consumer Studies*, 37 (4), 414–21.

Duclos, Rod and Alixandra Barasch (2014), “Prosocial Behavior in Intergroup Relations: How Donor Self-Construal and Recipient Group-Membership Shape Generosity,” *Journal of Consumer Research*, 41 (1), 93–108.

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Ekici, Ahmet and Mark Peterson (2009), “The Unique Relationship Between Quality of Life and Consumer Trust in Market-Related Institutions Among Financially Constrained Consumers in a Developing Country,” *Journal of Public Policy & Marketing*, 28 (1), 56–70.

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Elkington, John (1997), *Cannibals with Forks: Triple Bottom Line of 21st Century Business*. Stoney Creek, CT: New Society Publishers.

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Hofstede, Geert (2001), *Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations*. Thousand Oaks, CA: SAGE Publications.

Hofstede, Geert and Michael H. Bond (1988), “The Confucius Connection: From Cultural Roots to Economic Growth,” *Organizational Dynamics*, 16 (4), 5–21.

Hofstede, Geert and Michael Minkov (2010), “Long- Versus Short-Term Orientation: New Perspectives,” *Asia Pacific Business Review*, 16 (4), 493–504.

Hu, Yang and Jacqueline Scott (2016), “Family and Gender Values in China: Generational, Geographic, and Gender Differences,” *Journal of Family Issues*, 37 (9), 1267–93.

Hume, Margee (2010), “Compassion Without Action: Examining the Young Consumers Consumption and Attitude to Sustainable Consumption,” *Journal of World Business*, 45 (4), 385–94.

Hunt, John and Dan Penwell (2008), *AMG’s Handi-Reference World Religions and Cults*. Chattanooga, TN: AMG Publishers.

Jakovcevic, Ariadna and Linda Steg (2013), “Sustainable Transportation in Argentina: Values, Beliefs, Norms and Car Use Reduction,” *Transportation Research Part F: Traffic Psychology and Behaviour*, 20, 70–79.

Jean, Ruey-Jer, Ziliang Deng, Daekwan Kim, and Xiaohui Yuan (2016), “Assessing Endogeneity Issues in International Marketing Research,” *International Marketing Review*, 33 (3), 483–512.

Jia, Fanli, Kendall Soucie, Susan Alisat, and Michael Pratt (2016), “Sowing Seeds for Future Generations: Development of Generative Concern and Its Relation to Environmental Narrative Identity,” *International Journal of Behavioral Development*, 40 (5), 466–70.

Kalamas, Maria, Mark Cleveland, and Michel Laroche (2014), “Pro-Environmental Behaviors for Thee but Not for Me: Green Giants, Green Gods, and External Environmental Locus of Control,” *Journal of Business Research*, 67 (2), 12–22.

Kaplan, Begum and Easwar S. Iyer (2021), “Motivating Sustainable Behaviors: The Role of Religiosity in a Cross-Cultural Context,” *Journal of Consumer Affairs*, 55 (3), 792–820.

Kariyapperuma, Nishanthi and Eva Collins (2021), “Family Logics and Environmental Sustainability: A Study of the New Zealand Wine Industry,” *Business Strategy and the Environment*, 30 (8), 3626–50.

Kasser, Tim and Richard M. Ryan (1993), “A Dark Side of the American Dream: Correlates of Financial Success as a Central Life Aspiration,” *Journal of Personality and Social Psychology*, 65 (2), 410–22.

Kazeminia, Azadeh, Magnus Hultman, and Rana Mostaghel (2016), “Why Pay More for Sustainable Services? The Case of Ecotourism,” *Journal of Business Research*, 69 (11), 4992–97.

Keyes, Corey L.M. and Carol D. Ryff (1998), “Generativity in Adult Lives: Social Structural Contours and Quality of Life Consequences,” in *Generativity and Adult Development: How and Why We Care for the Next Generation*, Dan P. McAdams and Ed de St. Aubin, eds. Washington, DC: American Psychological Association, 227–63.

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Kilbourne, William E. and Gregory Pickett (2008), “How Materialism Affects Environmental Beliefs, Concern, and Environmentally Responsible Behavior,” *Journal of Business Research*, 61 (9), 885–93.

Kim, Donghoon, Yigang Pan, and Heung Soo Park (1998), “High-Versus Low-Context Culture: A Comparison of Chinese, Korean, and American Cultures,” *Psychology & Marketing*, 15 (6), 507–21.

Kim, Hyounggon, Marcos C. Borges, and Jinhyung Chon (2006), “Impacts of Environmental Values on Tourism Motivation: The Case of FICA, Brazil,” *Tourism Management*, 27 (5), 957–67.

Kim, Won Joong, Nguyen Xuan Trung, Le Van Hung, and Nguyen Ngoc Trung (2020), “Relationship Between Cultural Values and Well-Being: Analysis from Some East Asian Countries,” *Journal for Cultural Research*, 24 (4), 334–50.

Klar, Malte and Tim Kasser (2009), “Some Benefits of Being an Activist: Measuring Activism and Its Role in Psychological Well-Being,” *Political Psychology*, 30 (5), 755–77.

Kollmuss, Anja and Julian Agyeman (2002), “Mind the Gap: Why Do People Act Environmentally and What Are the Barriers to Pro-Environmental Behavior?” *Environmental Education Research*, 8 (3), 239–60.

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Liu, Yu and Sigal Segev (2017), “Cultural Orientations and Environmental Sustainability in Households: A Comparative Analysis of Hispanics and Non-Hispanic Whites in the United States,” *International Journal of Consumer Studies*, 41 (6), 587–96.

Malhotra, Naresh K., Sung S. Kim, and Ashutosh Patil (2006), “Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research,” *Management Science*, 52 (12), 1865–83.

Mancha, Ruben M. and Carol Y. Yoder (2015), “Cultural Antecedents of Green Behavioral Intent: An Environmental Theory of Planned Behavior,” *Journal of Environmental Psychology*, 43, 145–54.

Marcus, Joel, Heather A. MacDonald, and Lorne M. Sulsky (2015), “Do Personal Values Influence the Propensity for Sustainability Actions? A Policy-Capturing Study,” *Journal of Business Ethics*, 127 (2), 459–78.

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Liu, Yu and Sigal Segev (2017), “Cultural Orientations and Environmental Sustainability in Households: A Comparative Analysis of Hispanics and Non-Hispanic Whites in the United States,” *International Journal of Consumer Studies*, 41 (6), 587–96.

Malhotra, Naresh K., Sung S. Kim, and Ashutosh Patil (2006), “Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research,” *Management Science*, 52 (12), 1865–83.

Mancha, Ruben M. and Carol Y. Yoder (2015), “Cultural Antecedents of Green Behavioral Intent: An Environmental Theory of Planned Behavior,” *Journal of Environmental Psychology*, 43, 145–54.

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Mathras, Daniele, Adam B. Cohen, Naomi Mandel, and David Glen Mick (2016), “The Effects of Religion on Consumer Behavior: A Conceptual Framework and Research Agenda,” *Journal of Consumer Psychology*, 26 (2), 298–311.

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Zeriti, Athina, Matthew J. Robson, Stavroula Spyropoulou, and Constantinos N. Leonidou (2014), “Sustainable Export Marketing Strategy Fit and Performance,” *Journal of International Marketing*, 22 (4), 44–66.

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