Can we anti‐consume our way to sustainability? Finding answers at the intersection of cultural values – Journal of Consumer Behaviour
Anti‐consumption behaviours are frequently seen as an effective way for an individual to mitigate harm done to the natural world and foster sustainability. Despite explicit calls to investigate the drivers of anti‐consumption behaviours, the effect of cultural values on anti‐consumption remains under‐researched. Our research examines the influence of two antecedents, cultural values (individualism and collectivism), and self‐efficacy on anti‐consumption behaviours in an emerging country setting.
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