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 regulatory fit effect in Pakistan. Consequently, consumers' environmentally friendly products' attitude positively affect their purchase intentions. This study contributes to the sustainability literature by examining the overlooked appropriateness of RFT and HV I-C in cross-cultural environmental behaviour. Managers can use the insights of this study to market their environmentally friendly products more effectively across different cultures.