Soyez, Katja - In: International Marketing Review 29 (2012) 6, pp. 623-646
of a pro‐environmental value orientation differs substantially, according to national cultural values. While an … ecocentric value orientation is important in the US, Canadian, German, and Australian samples which hold individualistic values …, an anthropocentric value orientation is salient in the Russian sample, characterized by collectivistic values. The …