Illustrating the Power of fsQCA in Explaining Paradoxical Consumer Environmental Orientations
ABSTRACT
Prior research on proenvironmental and prosocial behavior focuses primarily on explaining consistent rather than paradoxical tendencies. Even though this field receives wide attention from different scientific disciplines, findings for many causal factors of such proenvironmental orientation are contradictory. Nevertheless, knowing who those individuals are who think and behave in a proâ/antienvironmental way or show a paradoxical behavior in this regard becomes useful for many different parties in human societies including public policy makers, governmental and nongovernmental environmental protection organizations, and forâprofit firms. Therefore, this study identifies those individuals who show neither consistent proenvironmental nor consistent antienvironmental tendencies as the âwalkersâonlyâ and âtalkersâonlyâ (i.e., for short, âwalkersâ and âtalkersâ). The former are defined as persons who put much effort into the recycling of waste materials but do not support pollution standards, whereas the latter term describes individuals who have a strong opinion with regard to the support of pollution standards yet do not engage in recycling efforts. The present study reports evidence of the existence of walkers and talkers. Further, this research is the first study to employ âfuzzyâset qualitative comparative analysisâ to identify the complex antecedent conditions for some individualsâ paradoxical beliefâbehaviors in the field of socia...
Source: Psychology and Marketing - Category: Psychiatry & Psychology Authors: Ann Kristin Schmitt, Andreas Grawe, Arch G. Woodside Tags: Research Article Source Type: research