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Sustainability 2017, 9(10), 1694;

Does Nationality Matter in Eco-Behaviour?

Economics and Management, University of Brescia, 25121 Brescia, Italy
School of Business and Administrations, Zhongnan University of Economics and Law, Wuhan 430073, China
Author to whom correspondence should be addressed.
Received: 15 July 2017 / Revised: 2 September 2017 / Accepted: 18 September 2017 / Published: 22 September 2017
(This article belongs to the Special Issue Sustainable Consumer Behavior)
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Although many authors agree on the role of personal values in explaining the main determinants of eco-behaviour, disagreement about the effects of socio-demographic features exists, particularly about the effect of nationality. In an attempt to fill this gap in the literature, this paper contributes to the debate surrounding the main determinants of eco-behaviour, based on a cross-country analysis. To test the role of nationality and personal values in eco-behaviour, a linear regression model involving 353 Chinese and 333 Italian subjects was performed. A stepwise analysis was then conducted to identify the main significant effects. The explorative and stepwise analyses confirmed that nationality is significant when explaining individual eco-behaviour, for both Italian and Chinese people. Moreover, the linear regression model, as a stepwise analysis, showed that regulatory focus and universalism are the main personal values influencing ecological behaviour. Differences emerging from the analysis show significant differences in terms of eco-behaviour and eco-awareness, for the two countries involved in the analysis, that might lead companies to adopt different marketing strategies when promoting eco-products. View Full-Text
Keywords: eco-behaviour; eco-awareness; eco-responsibility; nationality; personal values; cross-national study eco-behaviour; eco-awareness; eco-responsibility; nationality; personal values; cross-national study

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Bonera, M.; Corvi, E.; Codini, A.P.; Ma, R. Does Nationality Matter in Eco-Behaviour? Sustainability 2017, 9, 1694.

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