Cross-cultural perspective on sustainable consumption: implications for consumer motivations and promotion

Saleem Rahman (), Agnieszka Chwialkowska (), Nazim Hussain, Waheed Akbar Bhatti () and Harri Luomala ()
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Saleem Rahman: University of Vaasa
Agnieszka Chwialkowska: University of West Georgia
Harri Luomala: University of Vaasa

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2023, vol. 25, issue 2, No 1, 997-1016

Abstract: Abstract Firms in the past have based their marketing and promotion strategies on the assumption of infinite resources and zero environmental impact. With the growing importance of environmental costs associated with finite resources, firms need to revisit their marketing and promotion strategies. This study defines and conceptualizes horizontal/vertical individualism–collectivism (H/V I-C) cultural value orientations as antecedents of sustainable consumption. Drawing on H/V I-C value orientations, this study attempts to build a sustainable consumption model to better understand how horizontal/vertical individualism–collectivism cultural values are reflected in consumers’ sustainable consumption motives and how they can be translated into persuasive advertising appeals tailored to specific cultural segments. This study contributes to provide new theoretical and managerial insights into understanding culturally relevant sustainable consumption motives and to establish appropriate strategies of sustainable consumption promotion in cross-cultural contexts. Most importantly, this study provides implications to companies for balancing more carefully their growth goals with the need to pursue sustainability across different cultures.

Keywords: Culture; Horizontal/vertical individualism and collectivism; Consumer motivation; Sustainable consumption; Green marketing; Advertising appeals (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s10668-021-02059-8

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