The Role of Environmental Concern in Shaping Support for Green Business Practices: Evidence From the World Values Survey
利用阿根廷和墨西哥的世界价值观调查数据，研究发现公众的环境关切（包括环境价值优先性和对气候严重性的认知）显著影响其通过接受收入减少和支付更高税收来支持绿色企业的意愿，道德规范和环保组织信任是关键机制。
ABSTRACT Amid growing environmental challenges and increasing pressure for sustainable business transformation, public support for green business practices has become increasingly important. This study examines how environmental concern influences individuals' willingness to make economic sacrifices in support of environmentally responsible firms. Anchored in the Value‐Belief‐Norm (VBN) theory, the study uses data from the World Values Survey (WVS) for Argentina and Mexico. Environmental concern is captured through two dimensions: environmental value prioritization and perceived climate seriousness. Support for green business practices is measured through willingness to accept income reductions and pay higher taxes for environmental protection. Using an ordered logit model with robustness checks, including probit models, binary specifications, and index‐based measures, the results reveal a strong and statistically significant relationship between environmental concern and proenvironmental economic behavior, consistent across models and countries. Further analysis shows that moral norms and trust in environmental organizations serve as important mechanisms linking environmental concern to willingness to sacrifice economically. The study contributes by extending the application of VBN theory to green business practices and by providing cross‐country evidence on the societal drivers of economic support for sustainability transitions. The findings highlight the importance of aligning corporate sustainability strategies and environmental policymaking with public environmental concern, particularly when sustainability transitions require broad societal support.