The effects of market liberalization and the social institutions contained within are increasingly necessary to understand. The purpose of this paper is to expand this understanding by examining neoliberal institutional variables (i.e., belief in economic growth and individual competitiveness) on pro-environmental behavior. To study this, we use two countries: one that has recently experienced high economic growth (China) and one that has recently experienced low economic growth (Japan), as a moderator variable. Further, environmental concern is proposed to mediate the moderation. The proposed conditional mediation is supported. Findings suggest that citizens with a desire for additional economic growth, in countries with large historical growth, have high environmental concern. Further, citizens with high individual competitiveness, in low historical growth countries, have low environmental concern. However, citizens with high environmental concern have high environmental intentions, regardless of current country growth. Implications for management and sustainability are then given.
现在越来越需要理解市场自由化和社会制度的影响。本文旨在探讨新自由社会变量(即信仰经济增长和个体竞争)对环保行为的影响,以便拓展这方面的理解。为此,我们采用了两个国家作为调节变量。一个是最近经济高速发展的中国,一个最近经济低迷的日本。另外提出以环境考虑调节缓解。支持提出的有条件调解。结果发现,在既往经济高速发展的国家,希望经济继续增长的公民更加注重环保问题。另外,在既往经济发展较慢的国家,提倡个体竞争的公民则很少注重环保问题。但是,关注环保问题的公民对环保意愿较强烈,无论所在国家的目前经济增长如何。本文提出研究对管理和可持续性的意义。