Prosocial individual values and collective action: Does the societal culture matter?

Kevin J. Zeng1, Irina Y. Yu2, Moxi Song3, Morgan X. Yang1, Ji Li4
1Department of Marketing, The Hang Seng University of Hong Kong, Hong Kong
2Department of Management, Hong Kong Baptist University, Hong Kong
3Department of Management, College of Economics and Management, China Agricultural University, People’s Republic of China
4Department of Human Resource Management, School of Management, Shenzhen University, People’s Republic of China
Cite this article:  Zeng, K., Yu, I., Song, M., Yang, M., & Li, J. (2019). Prosocial individual values and collective action: Does the societal culture matter?. Social Behavior and Personality: An international journal, 47, e7843.

Volume 47 Issue 5 | e7843 | Published: May 2019 | DOI: https://doi.org/10.2224/sbp.7843

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We tested a theoretical model showing the interplay of prosocial individual values and societal culture in influencing collective action. Using data supplied by 29,159 individuals from 30 countries, we found that prosocial values about both human beings and the environment increased people’s participation in collective action. Moreover, we proposed and found that the fundamental societal-level cultural value of power distance, moderated the relationship between prosocial values and participation in collective action. The results should help in better understanding the issues related to the effects of prosocial values on people’s collective action across different cultures, and implications are discussed.

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