Combining Hofstede's cultural dimensions, value-belief-norm theory, and social exchange theory, this study explores the impact of individualism and social cohesion on pro-environmental behavior (PEB) as well as the moderating role of social cohesion in the individualism-PEB link in the context of Korean society. Using the 2021 Korean General Social Survey and multiple linear regression analyses, we found that individualism is negatively related to PEB, whereas social cohesion is positively related to PEB. Further analysis showed that social cohesion attenuates the negative relationship between individualism and PEB. Our findings suggest that although individuals with high levels of individualism are less likely to perform PEB than those with a high level of collectivism, social cohesion is a valuable community resource that encourages them to engage in eco-friendly activities even when they seek to achieve person-oriented goals and pursue their own interests. The implications and contributions of these findings regarding environmental psychology are discussed.
Keywords: environmental sustainability; individualism; pro-environmental behavior; social cohesion.