earticle

영어

The aim of this paper is to examine the effects of environmental value orientation andindividualism on green firm's trust. The paper applies moderated regression approach to test themoderating effects of cultural tendency on the impact of environmental value orientation onconsumer attitude or trust. The study reveals that the influence of a environmental value orientation and individualismtendency are a little differences between Chinese and Korean consumers. While an egoistic valueorientation and altruistic value orientation are important in Chinese consumers, an biospheric valueorientation and altruistic value orientation are salient in the Korean consumers. The hypothesizedinfluence of the individualism are different between Korean and Chinese consumers.