Recent research on consumer social responsibility highlights the need to examine psychological drivers of environmentally‐friendly consumption choices in a global context. This article investigates consumers’ willingness to pay (WTP) more for environmentally‐friendly products across 28 European Union (EU) countries, using a sample of 21,514 consumers. A multigroup structural equation modeling analysis reveals significantly different patterns and relationships, in how (a) subjective knowledge about the product's environmental impact, (b) environmental product attitudes, and (c) the perceived importance of the products’ environmental impact (...) influence consumers’ WTP more for environmentally‐friendly products across countries. The hypothesized model predicts WTP for 20 out of 28 countries and the findings show that a “one‐size‐fits‐all” approach is inadequate in capturing the heterogeneity of EU consumers. Hosfstede's cultural dimensions of uncertainty tolerance and individualism explain differences in WTP for environmentally‐friendly products across EU countries. Business, marketing communications, and policy making implications are discussed. (shrink)

Cumulative evidence points to the effectiveness of moral dilemma discussion as a pedagogical strategy. However, much of the extant empirical research has been limited to investigating its effect on moral judgment. In addition, the potentially distinct effects of the two major components of the intervention, the intrapersonal contemplation and the interpersonal discussion that follows, have been barely examined. Using the Trolley Problem, this quasi-experimental study (N = 115) examined the effectiveness of moral dilemma discussion and of intrapersonal moral dilemma contemplation (...) in promoting prosocial intentions among individuals in the context of a product-harm situation. The results confirm that moral dilemma discussion positively influences some forms of prosocial intentions. The results also suggest that moral dilemma discussion is not necessarily more effective than intrapersonal moral dilemma contemplation in promoting prosocial intentions. (shrink)

Amid the growth of scholarly research on environmental workplace behaviors, two limitations stand out. First, there has been scant research on the cross‐level effects of organizational‐level determinants on individual employee environmental behaviors using a methodologically appropriate multilevel analytic approach. Second, there has been an overwhelming focus on voluntary, as opposed to task‐related, employee environmentally friendly behaviors. In addressing these limitations, this field study (N = 615 U.S.‐based employees nested in 51 organizations) makes a theoretical and empirical contribution to the literature, (...) specifically by linking the dimensions of organizational‐level environmental orientation with individual‐level employee environmental in‐role (i.e., task‐related) behaviors using multilevel analysis. The results indicate that organizational internal environmental orientation is positively related to employee recycling behavior. Managerial status exerts a moderating effect, such that the positive relationship between internal environmental orientation and energy‐saving behavior is stronger among managers than among non‐managers. Furthermore, an organization's external environmental orientation has an unequivocal positive relationship only with employee energy‐saving behavior. The theoretical and practical implications of the findings are discussed. (shrink)