Communicating Green Values Across Cultures

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The U.S. is a melting pot of different cultures from across the world. Different cultural values are held in different countries and those values will greatly affect how actions are triggered. While it is not that people from different cultures have more or less pro-environmental beliefs or engage in more or less pro-environmental actions; the triggers for those actions are what vary across cultures.

In order to have target audiences engage in environmentally-friendly behaviors, one must be able to clearly communicate their message across different cultural values.  The specific cultural values of a country, such as Individualism or Collectivism, may determine whether concern about environmental issues can lead individuals to engage in environmentally-friendly behaviors.

New research published in Psychological Science, a journal of the Association for Psychological Science, suggests that individual concern is more strongly associated with motivation to act in countries that espouse individualistic values, while social norms may be a stronger motivator in collectivistic societies.

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By Efrain Esparza, GMC Writer

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