Demystifying Horizontal/Vertical Cultural Difference in Green Consumption: A Cross-Cultural Comparative Study

Rahman, Saleem ur; Luomala, Harri T.

doi:10.1080/08961530.2020.1857669

Cited by 22 publications

(22 citation statements)

References 97 publications

(118 reference statements)

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“…Presently, the study related to sustainable consumption is of great interest to researchers from different parts of the world [ 25 , 26 , 27 , 28 ]. However, there are no studies carried out in Latin American countries; therefore, there is a need to carry out substantial research that explores the impact of environmental awareness and sustainable consumption on the environmentally responsible purchase intention of consumers in these emerging economies.…”

Section: Introductionmentioning

confidence: 99%

Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic

García-Salirrosas

Niño-de-Guzmán

Gómez-Bayona

et al. 2023

Behavioral Sciences

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The objectives of this research were: (1) to examine the influence of environmental awareness (EA), sustainable consumption (SC) and social responsibility (SR) on the environmentally responsible purchase intention (ERPI) of consumers in the member countries of the Pacific Alliance, namely, Chile, Colombia, Mexico and Peru; and (2) to analyze whether there is a moderating effect related to the country of residence and gender of the consumer. The study was conducted under a quantitative and cross-sectional approach. The sample consisted of 1646 consumers: 24.4% from Peru (n = 402), 25.4% from Mexico (n = 418), 26.1% from Colombia (n = 401) and 24.1% from Chile (n = 397). Data analysis and hypothesis testing were performed using a multigroup Structural Equation Model (SEM). The results show a positive influence among environmental awareness (EA), sustainable consumption (SC) and social responsibility (SR) on environmentally responsible purchase intention (ERPI). Gender and country of residence were also shown to be moderating variables in these relationships. In conclusion, it can be affirmed that the participants of this study recognize the importance of acquiring environmentally friendly products. Among them, the female population is more aware of this issue. It is recommended new business models be created to provide products and services oriented to this market according to consumers’ tastes, desires and purchasing preferences; the proposals they have should be friendly to the environment and to society.

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Section: Introductionmentioning

confidence: 99%

Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic

García-Salirrosas

Niño-de-Guzmán

Gómez-Bayona

et al. 2023

Behavioral Sciences

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“…In contrast, Diamantopoulos et al [29] conducted an empirical study in the UK that supported the influence of several sociodemographic variables, e.g., gender, number of children, education, and social class, on consumers' environmental attitudes but did not find any significant influence on consumers' environmental knowledge. The results seem to be dependent, to some degree, on the geographical or cultural background of consumers, as further studies maintain [30,31].…”

Section: Literature Reviewmentioning

confidence: 73%

Recommendations for Sustainable Brand Personalities: An Empirical Study

Paetz

2021

Sustainability

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Sustainability marketing has emerged as an important trend both in practice and academic literature. The relevant literature has heavily focused on determinations of sustainable consumer behavior, and practitioners have used these results to derive short-term marketing decisions, e.g., adequate pricing of sustainable products. However, no study has scrutinized derivations of sustainable brand personalities or provided important long-term, strategic, managerial implications for marketing managers of sustainable brands. This study aims to contribute to this underrepresented research field and makes recommendations for preferred brand personality dimensions for sustainable brands. First, the personality structure of sustainable consumers by using a preference-based two-step segmentation approach is investigated, and subsequent profiling of the sustainable consumer segment is conducted. The research relies on the results of an empirical discrete choice experiment and a personality test, including the data of a representative German consumer sample. Sustainable consumers were found to be highly agreeable and open. Second, the personality results of sustainable consumers are linked to consumers’ personality-specific preferred brand personalities. Third, recommendations for harmonic brand personality dimensions for sustainable brands, e.g., competence, excitement, and sincerity, are derived, and therefore, long-term, strategic, managerial implications are provided.

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“…Although not conclusive, studies in the literature, in general, hypothesize that the collective interests of individuals increase their sustainable consumption interests (Rahman et al, 2021;Cho et al, 2013). Scholars explain that collectivist cultural values may have positive influence on sustainable consumption behavior because of the emphasis on social harmony and relationships in collectivist cultures, which can lead to a greater concern for the well-IJSHE 25,1 being of others and the environment.…”

Section: Cultural Valuescollectivismmentioning

confidence: 99%

Gen Z consumers’ sustainable consumption behaviors: influencers and moderators

Kara

Min

2023

IJSHE

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Purpose The purpose of this study is to explore Generation Z (Gen Z) consumers’ sustainable consumption behaviors at a university campus by examining various antecedent and moderating influencers of their sustainable consumption behaviors. Design/methodology/approach A quantitative research methodology is used in this study. A structured questionnaire was administered (n = 279) to young college students (Gen Z consumers in the context of this study) enrolled at a large state university in the USA. The structural equation model was used to test the hypothesized relationships in the conceptualized model. Findings Study findings show that social responsibility (feelings, engagement and expectations) and external incentives (material and social) positively influence Gen Z consumers’ sustainability interests, which in turn influences their sustainable consumption behaviors (actions). Collectivist cultural values did not appear to have any statistically significant effect on Gen Z consumers’ sustainable consumption interests. Moreover, learned helplessness, perceived barriers and the awareness of the consequences of sustainability consumption actions did not have any significant moderating effect on Gen Z consumers’ sustainable consumption behavior. Research limitations/implications The questionnaire was only sent to students majoring in business degrees, which may limit the generalizability of this study to broader Gen Z consumer populations. Expanding this study to include non-business students may be valuable as a next step. Replicating this study in different cultural environments of international countries could enhance the relationships identified in this study. Practical implications Consumer social responsibility education along with material and social incentives will encourage Gen Z consumers’ participation in sustainable behaviors at college campuses. Originality/value This research provides valuable insights into understanding the importance of consumer social responsibility and external incentives in influencing Gen Z consumers’ sustainable consumption intentions and behaviors. Accordingly, consumer social responsibility education and incentive programs need to be developed to encourage the participation of Gen Z consumers in sustainable consumption.

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Demystifying Horizontal/Vertical Cultural Difference in Green Consumption: A Cross-Cultural Comparative Study

Cited by 22 publications

References 97 publications

Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic

Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic

Recommendations for Sustainable Brand Personalities: An Empirical Study

Gen Z consumers’ sustainable consumption behaviors: influencers and moderators

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