Effects of Individualism, Collectivism, Materialism, and Willingness to Pay for Environmental Protection on Environmental Consciousness and Pro-Environmental Consumption Behavior in Korea

Environmental consciousness is linked to pro-environmental consumption behavior;however, the consequences of variations in the level of environmental consciousness have not been fully investigated. Therefore, we evaluated differences in individualism, collectivism, materialism, willingness to pay (WTP) for environmental protection, and pro-environmental consumption between groups with varying levels of environmental consciousness. After evaluating the factors that differentiate these groups, we identified the determinants of pro-environmental consumption for each group. For the study, an online survey was conducted, including 472 adults aged 20–69 years. Groups with low and high levels of environmental consciousness differed significantly with respect to all factors except individualism. The group with a high environmental consciousness exhibited higher collectivism, WTP for environmental protection, and pro-environmental consumption behavior, and lower materialism than the group with a low environmental consciousness. For the group with low environmental consciousness, collectivism was the main factor affecting pro-environmental consumption behavior (i.e., purchase, use, and disposal). In the group with high environmental consciousness, WTP for environmental protection and collectivism were the main determinants of pro-environmental consumption behavior. These results provide a basis for a systematic approach to improve pro-environmental consumption behavior based on environmental consciousness.

Driving Factors and Scale Effects of Residents' Willingness to Pay for Environmental Protection under the Impact of COVID-19

In recent years, environmental degradation and the COVID-19 pandemic have seriously affected economic development and social stability. Addressing the impact of major public health events on residents' willingness to pay for environmental protection (WTPEP) and analyzing the drivers are necessary for improving human well-being and environmental sustainability. We designed a questionnaire to analyze the change in residents' WTPEP before and during COVID-19 and an established ordinary least squares (OLS), spatial lag model (SLM), spatial error model (SEM), geographically weighted regression (GWR), and multiscale GWR to explore driver factors and scale effects of WTPEP based on the theory of environment Kuznets curve (EKC). The results show that (1) WTPEP is 0–20,000 yuan before COVID-19 and 0–50,000 yuan during COVID-19. Residents' WTPEP improved during COVID-19, which indicates that residents' demand for an ecological environment is increasing;(2) The shapes and inflection points of the relationships between income and WTPEP are spatially heterogeneous before and during COVID-19, but the northern WTPEP is larger than southern, which indicates that there is a spatial imbalance in WTPEP;(3) Environmental degradation, health, environmental quality, and education are WTPEP's significant macro-drivers, whereas income, age, and gender are significant micro-drivers. Those factors can help policymakers better understand which factors are more suitable for macro or micro environmental policy-making and what targeted measures could be taken to solve the contradiction between the growing ecological environment demand of residents and the spatial imbalance of WTPEP in the future.