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The influence of cultural values on green purchase behaviour

Nguyen, Ninh, Lobo, Antonio and Greenland, Steven J. (2017). The influence of cultural values on green purchase behaviour. ,35(3):377-396.

Document type: Journal Article
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Title The influence of cultural values on green purchase behaviour
Author Nguyen, Ninh
Lobo, Antonio
Greenland, Steven J.
Publication Date 2017
Volume Number 35
Issue Number 3
ISSN 0263-4503   (check CDU catalogue open catalogue search in new window)
Start Page 377
End Page 396
Total Pages 20
Place of Publication United Kingdom
Publisher Emerald Publishing Limited
Field of Research 1505 - Marketing
Abstract Purpose
The purpose of this paper is to investigate the influence of consumers’ collectivism and long-term orientation (LTO) cultural values on their purchase intention in relation to environment-friendly products

This research adopts a hypo-deductive research design. A unique conceptual model was developed by linking cultural values to key determinants of green purchase behaviour. This model was then tested using a quantitative survey of 682 shoppers in popular Vietnamese electrical appliance stores.


Analysis using structural equation modelling reveals that consumers with greater adherence to collectivism and LTO tend to engage in green purchase behaviour owing to their positive environmental attitudes, strong subjective norms and tolerance of inconvenience associated with eco-friendly product purchase. Gender is found to moderate the relationship between the determinants and purchase intention.

Practical implications

Marketers including manufacturers and policymakers must endeavour (change globally) to reduce or eliminate perceived inconvenience associated with green purchases. They should also effectively communicate messages stressing that eco-friendly product purchases are crucial for environmental protection and benefit consumer groups including family, peers and society in the long-run.

This research is the first of its kind which links consumers’ cultural values at a personal level to all the elements of the theory of planned behaviour. This research also extends current knowledge about green purchase behaviour in emerging markets by focussing on Vietnam.

Keywords Vietnam
Emerging markets
Cultural values
Long-term orientation
Energy-efficient electrical appliances
Green purchase behaviour
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Created: Mon, 05 Jun 2017, 09:48:40 CST by Marion Farram