Purpose

This study aims to obtain an understanding of the impact of personal cultural orientation on potential consumers’ intention toward the purchase of high-involvement green products, specifically, electric two-wheelers in India, which is one of the largest emerging markets of the world.

Design/methodology/approach

A self-administered questionnaire comprising a total of 30 items was administered over a sample of 582 respondents. The structural equation modeling using partial least square was used to analyze the relative impact of different cultural dimensions on consumers’ green purchase intention. Geert Hofstede’s typology of culture was used to represent personal cultural orientation and four of the five dimensions, namely, collectivism, long-term orientation (LTO), masculinity and uncertainty avoidance were studied.

Findings

Findings of the study revealed that collectivism, LTO and masculinity appear to be significant cultural dimensions that influence Indian consumers’ intention to purchase electric two-wheelers. Collectivism is the most influential dimension, followed by LTO and masculinity.

Research limitations/implications

This study helps in expanding literature in the area of green purchase by providing insight on how consumers’ individual cultural orientation influences their purchase of eco-friendly products such as electric two-wheelers.

Practical implications

The findings of the study offer insights, which can be useful for marketers in developing various promotional strategies, as consumers’ cultural values have significant implications for decisions with respect to the advertisement content.

Originality/value

This study illustrates the relative impact of different dimensions of national culture (measured at consumers’ personal level) on consumers’ green purchase intention. Such a study appears to be important in extending current knowledge on green purchase behavior in one of the largest emerging markets such as India.

中文翻译：

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个人文化取向与绿色购买意向：以印度电动两轮车为例

目的

本研究旨在了解个人文化取向对潜在消费者购买高参与度绿色产品（特别是电动两轮车）意向的影响，印度是世界上最大的新兴市场之一。

设计/方法/方法

对 582 名受访者的样本进行了一份由 30 个项目组成的自我管理问卷。采用偏最小二乘的结构方程模型分析不同文化维度对消费者绿色购买意愿的相对影响。Geert Hofstede的文化类型学被用来代表个人文化取向，并研究了五个维度中的四个，即集体主义、长期取向（LTO）、阳刚之气和不确定性规避。

发现

研究结果显示，集体主义、LTO 和阳刚之气似乎是影响印度消费者购买电动两轮车意愿的重要文化维度。集体主义是最有影响力的维度，其次是 LTO 和阳刚之气。

研究限制/影响

本研究通过深入了解消费者的个人文化取向如何影响他们购买电动两轮车等环保产品，有助于扩大绿色购买领域的文献。

实际影响

该研究的结果提供了见解，这对于营销人员制定各种促销策略很有用，因为消费者的文化价值观对广告内容的决策具有重要意义。

原创性/价值

本研究说明了民族文化的不同维度（在消费者个人层面衡量）对消费者绿色购买意愿的相对影响。这样的研究似乎对于在印度等最大的新兴市场之一扩展有关绿色购买行为的现有知识很重要。