Intergenerational differences in values and dioxin risk perceptions in South Korea

Purpose-The objectives of the research are to examine the differences among generations in South Korea in values or worldview (measured by the feeling of Connectedness-to-Nature Scale (CNS)) and the intervening effects of the worldview on perceptions and behaviors in relation to and in response to the complex risk of dioxins-the unpleasant by-products of the modern wasteful cultures. Design/methodology/approach-A quasi-experimental survey method was designed based on the content analysis of the media coverage on dioxin risk in Korea. The variables examined for this research include awareness, risk knowledge, the affective connectedness to nature worldview, opinion of management methods, and willingness-to-act (WTA) behaviors. An in-person-type survey administration was conducted on individuals from different social backgrounds in the city of Jeonju, Korea. Findings-The findings show that there are no significant effects of age on one's awareness and knowledge of dioxin risk. However, the older respondents show significantly higher CNS, societal-level WTA, and recycling behaviors. Research limitations/implications-The implications include that the traditional Korean worldview, which emphasizes oneness or connectedness between humans and nature, does not disappear and infact significantly influences the perceptions and behaviors of the older Koreans. It is possible to assume that the younger Koreans are relatively less influenced by this worldview. However, additional tests across society are necessary for obtaining some generalization. Originality/value-The originality or value of the study is that it systematically produces a social psychological analysis of the long-term complex risk for individuals other than North Americans.