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dc.contributor.advisorWilliams, John
dc.contributor.advisorJohnston, Ross
dc.contributor.authorSemenova, Mariya
dc.identifier.citationSemenova, M. (2015). Individualism vs. Collectivism: Effect on our pro-environmental behaviour (Thesis, Master of Science Communication). University of Otago. Retrieved from
dc.description.abstractThis thesis includes an academic and a creative component. The academic component examines the relationship between the two value orientations of individualism and collectivism and their effect on our pro-environmental behaviour. A survey of two groups from New Zealand was conducted to see if the more environmentally active group (sampled from the sustainable communities in New Zealand) was more collectivistic in its value orientation than the presumably less environmentally active group (sampled from the general New Zealand population). The survey was also used to infer whether individualism and collectivism are significant predictors of pro-environmental behaviour. The results provide partial support for the hypotheses in this thesis. The creative component, a short documentary film, The Oasis, tells a story of a man whose behaviour and lifestyle provide a good example of an environmentally active individual within a New Zealand context. This film offers a case where an environmentally conscious individual possesses a great mix of individualistic and collectivistic values.
dc.publisherUniversity of Otago
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectNew Zealand
dc.subjectscience communication
dc.subjectpro-environmental behaviour
dc.subjectenvironmental concern
dc.subjectsustainable communities
dc.subjectintentional communities
dc.titleIndividualism vs. Collectivism: Effect on our pro-environmental behaviour
dc.language.rfc3066en of Science Communication of Otago
otago.openaccessAbstract Only
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