The influence of collectivism on consumer responses to green behavior

Ogiemwonyi, Osarodion and Jan, Muhammad Tahir (2023) The influence of collectivism on consumer responses to green behavior. Business Strategy and Development. pp. 1-15. E-ISSN 2572-3170 (Unpublished)

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Abstract

The purpose of this research is to examine consumer responses to green behavior linking constructs like attitude, perceived behavioral control (PBC), and subjective norms (SN) from the theory of planned behavior (TPB) model in connection to cultural dimension influence such as collectivism. A well-established survey was developed to capture adequate responses using a quantitative approach. SmartPLSver3.3 were applied to the reliability and path relationship analysis. Results indicate that collectivism influences green behavior and multiple factors of the TPB constructs (attitude, PBC, and SN). In addition, PBC exerted a positive influence on SN, which significantly accelerated green behavior. Likewise, attitude positively mediates collectivism, PBC, and the green behavior nexus. The research shows that responses to green behavior are the solution in attaining the sustainable development goal  12 in a collectivist society as consumers with a stronger collectivist orientation rely on group identity and are disposed to engage in responsible consumption and production owing to their strong attitude, perceived control, and social norms. The study contributes meaningful insights to new lines of research on how to eliminate perceived difficulty linked to green consumption and improve responses to green behavior, which is still a concern; thus, policymakers must try to improve collectivist values.

Item Type:	Article (Journal)
Uncontrolled Keywords:	collectivism, cultural values, emerging markets, green behavior, sustainability
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Dr Muhammad Tahir Jan
Date Deposited:	19 Jun 2023 16:45
Last Modified:	13 Jan 2024 14:09
URI:	http://irep.iium.edu.my/id/eprint/105171

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