Abstract

To understand green consumption in cross-cultural context, this study examines the influence of horizontal individualism (HI-Finnish) and vertical collectivism (VC-Pakistani) cultural values on consumers’ attitude toward green products and purchase intentions. Besides, the mediating role of environmental responsibility is examined for the relationship between these cultural values and consumers’ attitude toward green products. Partial Least Square structural equation modeling (PLS-SEM) analysis are performed to measure the significance of the hypothesized model and to assess differences between these two countries. This study empirically validates that these cultural variations can determine green consumption by consumers in each country. The results show an insignificant influence of horizontal individualism and vertical collectivism cultural values on consumers’ attitude toward green products, but a positive influence on environmental responsibility. The impact of environmental responsibility on consumers’ attitude toward green products and of their attitude toward green products on purchase intention was also positive. Environmental responsibility plays the role of a full mediator between cultural values and consumers’ attitude toward green products. The findings of this study may help practitioners in the development of culturally appropriate green marketing and advertising strategies.

摘要

为了理解跨文化背景下的绿色消费，本研究考察了横向个人主义（HI-芬兰）和纵向集体主义（VC-巴基斯坦）文化价值观对消费者对绿色产品的态度和购买意愿的影响。此外，还考察了环境责任在这些文化价值观与消费者对绿色产品态度之间的中介作用。进行偏最小二乘结构方程模型 (PLS-SEM) 分析以衡量假设模型的重要性并评估这两个国家之间的差异。本研究实证验证了这些文化差异可以决定每个国家消费者的绿色消费。结果表明，横向个人主义和纵向集体主义文化价值观对消费者对绿色产品的态度影响不显着，但对环境责任有积极影响。环境责任对消费者对绿色产品的态度以及对绿色产品的态度对购买意愿的影响也是积极的。环境责任在文化价值观和消费者对绿色产品的态度之间起着完全中介的作用。本研究的结果可能有助于从业者制定适合文化的绿色营销和广告策略。环境责任对消费者对绿色产品的态度以及对绿色产品的态度对购买意愿的影响也是积极的。环境责任在文化价值观和消费者对绿色产品的态度之间起着完全中介的作用。本研究的结果可能有助于从业者制定适合文化的绿色营销和广告策略。环境责任对消费者对绿色产品的态度以及对绿色产品的态度对购买意愿的影响也是积极的。环境责任在文化价值观和消费者对绿色产品的态度之间起着完全中介的作用。本研究的结果可能有助于从业者制定适合文化的绿色营销和广告策略。