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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

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7.2c The Effect of Cultural Orientations on Green Purchase Behavior: Comparing American and Chinese Consumers

Sunday, March 31, 2019 at 8:30 AM–10:00 AM CDT
2-Normandy B

This paper explores the effect of cultural orientations on the green consumption of American and Chinese consumers. The tested model positions four individual-level cultural orientations — dependence, independence, tradition and prudence — as antecedents for green value and concern, which in turn, affect purchase behavior. Results from a sample of 305 Americans and 365 Chinese indicate that for Chinese participants, tradition and prudence predict green value; no significant relationships between independence, interdependence and this value. In the U.S. sample, prudence and interdependence predict green value, while tradition is negatively associated with it. Results indicate that different cultural drivers motivate green purchase behavior cross-culturally. Although the cognition-affect-behavior hierarchy is validated in both cultures, the underlying motivation that shapes green behavior differs by culture. Theoretical and practical implications for advertisers are further discussed.

First & Corresponding Author

Sigal Segev, Florida International University
Authors in the order to be printed.

Sigal Segev, Florida International University; Yu Liu, Florida International University; Juliana Fernandes, University of Miami

Additional Authors

Yu Liu, Florida International University
Juliana Fernandes, University of Miami