Cultural values and energy-saving attitude-intention-behavior linkages among urban residents: a serial multiple mediation analysis based on stimulus-organism-response model

Duong, Cong Doanh

doi:10.1108/meq-09-2022-0258

Cited by 9 publications

(7 citation statements)

References 73 publications

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“…This result is consistent with the findings of recent studies, which show that stronger purchase intention can predict behaviors better and reduce intention-behavior gap (e.g. Conner and Norman, 2022; Duong, 2022, 2023b). Other control variables such as income and first-car dummy are not significant.…”

Section: Model and Resultssupporting

confidence: 93%

“…Carrington et al, 2014). Noticeably, recent research also investigates the effects of the environmental corporate social responsibility initiatives (Duong, 2023a), cultural values (Duong, 2023b), big five personality traits (Duong, 2022), and karma dimensions (Duong, 2023c) on the intention-behavior gap towards pro-environmental consumption (e.g. green consumption and energy-saving behaviors).…”

Section: Conceptualization and Hypothesesmentioning

confidence: 99%

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Consumer knowledge and intention-behavior consistency

Sun,

Zheng,

Peng

et al. 2023

MIP

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PurposeIn marketing, most research on intention–behavior consistency (IBC) is dedicated to improving the predictive ability of stated intentions for future behaviors, with relatively less exploration into the precursors of IBC, especially those linked to regular durable goods void of ethical consumption characteristics. This study aims to focus on the antecedents of IBC for such products, specifically examining category-level and product-level IBC in light of consumer knowledge.Design/methodology/approachThe authors conducted a two-round survey to collect 3,560 Chinese consumers' vehicle purchase intentions and behaviors. The authors have also leveraged a large vehicle database (containing detailed vehicle attribute information) to measure consumer product knowledge (i.e. product judgment accuracy). A trivariate probit model was proposed to account for the potential selection bias arising from sample attrition while examining the effects of consumer knowledge on category- and product-level intention-behavior consistency.FindingsFindings reveal that 47% of the participants displayed category-level IBC, and within this group, a further 39% exhibited product-level IBC. Notably, product knowledge, manifested as accurate product judgment, correlates negatively with category-level IBC but positively with product-level IBC. Intriguingly, the negative association between inaccurate judgment and product-level IBC is less pronounced for consumers overestimating the target product than for those underestimating it. Furthermore, consumers with direct experience are less prone to show category-level IBC, but are more inclined to display product-level IBC.Practical implicationsVehicle marketers should prioritize consumers who show interest in their products but possess inaccurate knowledge, to retain whom companies can nurture their product knowledge. As for consumers with accurate knowledge, companies should try to expedite their purchase. Vehicle marketers also need to devise suitable advertising strategies to prevent consumers from undervaluing their products. For those overestimating competitors' products, companies can provide information to correct their overestimation and draw attention to possible confirmation biases. Vehicle marketers should encourage potential buyers who have shown interest in their product to participate in test-drive events, exhibitions, and other direct experience opportunities. Yet, for consumers still in the “whether-to-buy” decision-making phase, companies should not rush them into a test drive.Social implicationsIn the policy-making realm, governmental administrators can implement extensive consumer education programs, with a focus on the importance of product knowledge. This may involve providing consumers with accurate information and buying guides through various channels, which can help consumers make informed purchase decisions. Moreover, to foster healthy competition among vehicle companies, governmental administrators can establish regulations that require vehicle companies and other relevant industries to provide accurate and transparent product information, including performance, safety, and environmental aspects. Finally, in order to protect consumer rights, governmental administrators can also strengthen regulations to ensure fair treatment and safeguards for consumers throughout the purchasing process. This includes cracking down on false advertising and fraudulent practices, maintaining market order, and enhancing consumer confidence and purchase consistency.Originality/valueThis study is among the first attempts to examine the relationship between consumer knowledge and intention-behavior consistency, especially for regular durable products void of ethical consumption characteristics. Responding to the call of previous literature (e.g. Morwitz, 1997), the authors distinguish between and examine two forms of intention-behavior consistency simultaneously (using a sample selection model) and obtain more reliable conclusions. Moreover, the study's large-scale two-round survey had obtained individual-level purchase behavioral outcomes, which allowed the authors to measure each consumer's IBC at both category and product levels. More importantly, the authors show the opposite effects of consumer knowledge on the two forms of intention-behavior consistency.

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Section: Model and Resultssupporting

confidence: 93%

Section: Conceptualization and Hypothesesmentioning

confidence: 99%

Consumer knowledge and intention-behavior consistency

Sun,

Zheng,

Peng

et al. 2023

MIP

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“…The current energy demand has exceeded the domestic supply. Thus, the Vietnam government identified economical and efficient energy consumption as an important way to protect the environment and develop the national economy sustainably [70]. Based on these facts, examining the energy-saving behaviours of Vietnamese residents is meaningful.…”

Section: Research Context and Research Processmentioning

confidence: 99%

Using a Unified Model of TPB, NAM, and SOBC to Investigate the Energy-Saving Behaviour of Urban Residents in Vietnam: Moderation Role of Cultural Values

Xuan

Hoa

et al. 2023

Sustainability

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This study integrated the theory of planned behaviour (TPB), the norm activation model (NAM), and the stimulus–organism–behaviour–consequences theory (SOBC) to determine how external (subjective injunctive norm, subjective descriptive norm, and perceived behavioural control) and internal stimuli (ascription of responsibility, awareness of consequences) stimulate organisms (attitude towards energy saving and personal norms), which in turn drives behavioural responses (energy-saving intentions and behaviours) and their consequences (energy-saving habits). A sample of 1514 residents of five large cities in Vietnam and a multiple linear regression analysis were used to test the hypothesised model. The results show that external stimuli positively shaped a favourable energy-saving attitude, while internal stimuli aroused individuals’ personal norms. In addition, energy-saving intention, behaviours, and habits were serial mediators impacted by both internal and external stimuli. The results also indicate that a long-term orientation positively moderated the relationship between energy-saving intention, behaviours, and habits, but collectivism only moderated the nexus between energy-saving behaviours and habits. These findings imply that policymakers should focus on conveying information related to energy conservation among surrounding people, increasing citizens’ awareness of the consequences, personal responsibilities, moral obligations regarding saving energy, and should not neglect the informative role of cultural values in energy conservation practices.

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“…, 2021). Additionally, previous studies have also highlighted that individuals with high LTO are more inclined to engage in pro-environmental behavior, including the intention to engage in pro-environmental behaviors, specifically in Vietnam (Duong, 2023). This research provides further evidence supporting the significance of COL as a cultural value that can positively influence GPI in Vietnam, South Korea and Poland.…”

Section: Discussionmentioning

confidence: 99%

“…This result shows that companies cannot leverage both cultural values to increase customers' willingness to purchase environmentally friendly products. For companies operating in Vietnam, emphasizing the long-term benefits of green consumption may resonate well with consumers who have a high LTO, as this cultural value is highly prioritized (Duong, 2023). This finding reveals that COL and LTO independently contribute to individuals' GPI, highlighting their separate and distinct influences.…”

Section: Discussionmentioning

confidence: 99%

How cultural values integrate with each other to trigger sustainable consumption: a cross-culture study

Duong,

Le,

Lee

et al. 2023

APJML

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PurposeThis cross-culture study aims to investigate how two cultural values, collectivism (COL) and long-term orientation (LTO), integrate with each other to trigger green consumption.Design/methodology/approachUsing data from three consumer surveys in Vietnam, South Korea and Poland, this study employs polynomial regression with response surface analysis as a methodological approach to assess the complementary, balanced and imbalanced effects of cultural dimensions (COL and LTO) on consumers' green purchase intention (GPI) and behaviors.FindingsFirst, this study found that, in Vietnam, both COL and LTO had a significant positive effect on GPI. However, only COL demonstrated a significant effect on GPI in South Korea and Poland. Second, this study also revealed that, in all three countries, when COL and LTO were in agreement, the degree of GPI was higher when COL and LTO were higher. The findings also showed that an increase in the imbalance between COL and LTO integration in the Vietnam sample led to a decrease in consumers' GPI. However, this relationship was insignificant in the South Korea and Poland samples.Originality/valueThis study enriches the understanding of green purchase behavior (GPB) and its underlying cultural factors within a cross-cultural framework. In particular, it enhances the knowledge of the debated relationship between different facets of cultural values (specifically, COL and LTO) and pro-environmental behavior, shedding light on this complex relationship in the context of the three different countries.

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Cultural values and energy-saving attitude-intention-behavior linkages among urban residents: a serial multiple mediation analysis based on stimulus-organism-response model

Cited by 9 publications

References 73 publications

Consumer knowledge and intention-behavior consistency

Consumer knowledge and intention-behavior consistency

Using a Unified Model of TPB, NAM, and SOBC to Investigate the Energy-Saving Behaviour of Urban Residents in Vietnam: Moderation Role of Cultural Values

How cultural values integrate with each other to trigger sustainable consumption: a cross-culture study

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