Context- and culture-dependent behaviours for the greater good: A comparative analysis of plate waste generation
In the home context, behaviours that serve the greater good are more often observed among people from collectivist cultures than those from individualist cultures. This tendency is assumed to translate to the vacation context, with people from all collectivist cultures believed to be homogeneous in such behaviour. This study challenges both the above notions, and investigates for the first time both the context- and culture-dependence of one specific environmentally significant behaviour: plate waste generation. Informed by goal framing and cultural dimensions theories, this qualitative study with samples from a masculine collectivist culture (China) and a feminine collectivist culture (Slovenia) reveals that the level of pro-environmental behaviour declines in the vacation context. The possible reasons differ between both collectivist cultures. The specific drivers of environmentally significant behaviour we identified can guide the development of culture-specific interventions to reduce the plate waste generated in tourism and hospitality.