Differences in horizontally individualist and vertically collectivist consumers' environmental behaviour: a regulatory focus perspective

Building on horizontal and vertical individualism and collectivism (HV I-C) typology and regulatory focus theory (RFT), this study aims to examine cross-cultural environmental behaviour differences between HI-Finnish and VC-Pakistani consumers. In regards to consumers' attitude towards environmentally friendly products, the results demonstrated predominantly HI-promotion-focused regulatory fit effect in Finland and VC-prevention-focused...