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Motivating sustainable behaviors: The role of religiosity in a cross-cultural context
Journal of Consumer Affairs ( IF 2.603 ) Pub Date : 2021-05-14 , DOI: 10.1111/joca.12376
Begum Kaplan 1 , Easwar S. Iyer 2
Affiliation  

Interest in sustainability is increasing as a result of the stress placed by a growing global population on resources. Marketers are well positioned to understand the adoption of sustainable consumption. The influence of religiosity on sustainability has been studied although the findings are mixed. Our research aims to address that discrepancy and provide a better understanding of the role of religiosity in sustainable behaviors. Religiosity is influenced by cultural factors espoused by society at large. To gain insight into the relationship between religiosity and sustainability we utilized a mixed-method approach to examine the dynamics of these relationships in three national contexts: The United States, Turkey, and Greece. We found that religiosity has a significant influence on sustainable behavior in cultures that are collectivist with a long-term orientation. We also found that this effect is mediated by individuals' long-term orientation. Our findings provide important theoretical contributions and help inform public policy.

中文翻译:

激励可持续行为:宗教信仰在跨文化背景下的作用

由于不断增长的全球人口对资源的压力,对可持续性的兴趣正在增加。营销人员可以很好地了解可持续消费的采用。尽管研究结果喜忧参半,但已经研究了宗教信仰对可持续性的影响。我们的研究旨在解决这种差异,并更好地了解宗教信仰在可持续行为中的作用。宗教信仰受到整个社会所支持的文化因素的影响。为了深入了解宗教信仰和可持续性之间的关系,我们使用混合方法来检查这些关系在三个国家背景下的动态:美国、土耳其和希腊。我们发现,在具有长期导向的集体主义文化中,宗教信仰对可持续行为有重大影响。我们还发现这种影响是由个人的长期取向介导的。我们的发现提供了重要的理论贡献,并有助于为公共政策提供信息。
更新日期:2021-05-14
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