Impacts of cultural dimensions on healthy diet through public self‐consciousness

Abstract

Purpose

The purpose of this research is to introduce and test a path model that explores the effects of Hofstede's cultural value dimensions on consumers' intention to eat a healthy diet, through the mediation of their public self‐consciousness.

Design/methodology/approach

A total of 21,974 subjects from 25 nations were surveyed in this cross‐cultural consumer study.

Findings

As the model demonstrated, individualism and uncertainty avoidance had negative impacts on public self‐consciousness, while power distance and masculinity positively affected public self‐consciousness, which in turn had a positive influence on consumers' intention to eat a healthy diet.

Originality/value

The study measured each nation's cultural values by assigning the national culture index scores originally computed by Hofstede. This operational approach made it possible to develop and test a hierarchical path model on the relationships among cultural values, mediating variables and consumer behaviors. It also used the 3M model as a theoretical structure for investigating the nomological validity of two new constructs that are relevant to the field of consumer marketing (i.e. public self‐consciousness and intention to eat a healthy diet). Managerial implications are provided.

Citation

Sun, T., Horn, M. and Merritt, D. (2009), "Impacts of cultural dimensions on healthy diet through public self‐consciousness", Journal of Consumer Marketing, Vol. 26 No. 4, pp. 241-250. https://doi.org/10.1108/07363760910965846