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Moderating effects of socio-cultural values on pro-environmental behaviors

Olivia Koon (Hong Kong Polytechnic University, Kowloon, Hong Kong)
Ricky Y.K. Chan (Auckland University of Technology, Auckland, New Zealand)
Piyush Sharma (Curtin University, Perth, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 12 March 2020

Issue publication date: 23 June 2020




This paper aims to explain the discrepancy between pro-environmental intentions and behaviors with moderating effects of two socio-cultural values (espoused individualism and faith in others) on the link between intentions and actual behaviors to save electricity.


An online survey of 303 consumers in Hong Kong with a structured questionnaire was used to collect the data to test all the hypothesized relationships.


Attitude toward saving electricity has a significant positive effect on the intentions to save electricity, but subjective norms and perceived behavioral control have no such effect on intentions but do positively affect the actual electricity saving behavior. Finally, the link between intentions and behavior to save electricity is negatively moderated by espoused individualism and positively by faith in others.

Research limitations/implications

This study was conducted with a sample of consumers in Hong Kong; hence, its findings may not be generalizable to other countries.


This study provides new insights into the link between pro-environmental intentions and behaviors by looking beyond the theory of planned behavior and exploring the moderating role of socio-cultural values on the intention-behavior link.



Koon, O., Chan, R.Y.K. and Sharma, P. (2020), "Moderating effects of socio-cultural values on pro-environmental behaviors", Marketing Intelligence & Planning, Vol. 38 No. 5, pp. 603-618.



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