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Can we anti-consume our way to sustainability? Finding answers at the intersection of cultural values
Journal of Consumer Behaviour ( IF 3.199 ) Pub Date : 2020-12-28 , DOI: 10.1002/cb.1914
Abhisek Kuanr 1 , Duraipandian Israel 2 , Debasis Pradhan 2 , Himadri Roy Chaudhuri 2
Affiliation  

Anti-consumption behaviours are frequently seen as an effective way for an individual to mitigate harm done to the natural world and foster sustainability. Despite explicit calls to investigate the drivers of anti-consumption behaviours, the effect of cultural values on anti-consumption remains under-researched. Our research examines the influence of two antecedents, cultural values (individualism and collectivism), and self-efficacy on anti-consumption behaviours in an emerging country setting. Our results indicate that cultural values influence anti-consumption behaviours. Consistent with our expectations, we found that collectivistic values positively influenced anti-consumption behaviours. This relationship remained valid across anti-consumption behaviours, such as voluntary simplicity and brand avoidance. Furthermore, beyond our initial expectation, this study demonstrated a positive indirect relationship between individualism and anti-consumption, which is activated through the self-efficacy pathway. These findings suggest that approaches for managing anti-consumption behaviour do not work equally well in all cultures, and that managers may need to fine-tune their international marketing strategies to ensure their effectiveness.

中文翻译:

我们可以通过反消费方式实现可持续发展吗?在文化价值观的交汇处寻找答案

反消费行为经常被视为个人减轻对自然世界造成的伤害和促进可持续性的有效方式。尽管明确呼吁调查反消费行为的驱动因素,但文化价值观对反消费的影响仍未得到充分研究。我们的研究考察了两个前因、文化价值观(个人主义和集体主义)和自我效能感对新兴国家环境中反消费行为的影响。我们的研究结果表明,文化价值观会影响反消费行为。与我们的预期一致,我们发现集体主义价值观对反消费行为产生了积极影响。这种关系在反消费行为中仍然有效,例如自愿简单和品牌回避。此外,超出我们最初的预期,这项研究证明了个人主义和反消费之间存在积极的间接关系,这种关系是通过自我效能感途径激活的。这些发现表明,管理反消费行为的方法并非在所有文化中都同样有效,管理者可能需要微调他们的国际营销策略以确保其有效性。
更新日期:2020-12-28
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