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How cultural values integrate with each other to trigger sustainable consumption: a cross-culture study

Cong Doanh Duong (National Economics University, Hanoi, Vietnam)
Thi Loan Le (Hanoi University of Science and Technology, Hanoi, Vietnam)
Eun-Mi Lee (Dongseo University, Busan, South Korea)
Katarzyna Gadomska-Lila (University of Szczecin, Szczecin, Poland)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 19 October 2023

Issue publication date: 9 April 2024




This cross-culture study aims to investigate how two cultural values, collectivism (COL) and long-term orientation (LTO), integrate with each other to trigger green consumption.


Using data from three consumer surveys in Vietnam, South Korea and Poland, this study employs polynomial regression with response surface analysis as a methodological approach to assess the complementary, balanced and imbalanced effects of cultural dimensions (COL and LTO) on consumers' green purchase intention (GPI) and behaviors.


First, this study found that, in Vietnam, both COL and LTO had a significant positive effect on GPI. However, only COL demonstrated a significant effect on GPI in South Korea and Poland. Second, this study also revealed that, in all three countries, when COL and LTO were in agreement, the degree of GPI was higher when COL and LTO were higher. The findings also showed that an increase in the imbalance between COL and LTO integration in the Vietnam sample led to a decrease in consumers' GPI. However, this relationship was insignificant in the South Korea and Poland samples.


This study enriches the understanding of green purchase behavior (GPB) and its underlying cultural factors within a cross-cultural framework. In particular, it enhances the knowledge of the debated relationship between different facets of cultural values (specifically, COL and LTO) and pro-environmental behavior, shedding light on this complex relationship in the context of the three different countries.



This research is funded by National Economics University, Hanoi, Vietnam.


Duong, C.D., Le, T.L., Lee, E.-M. and Gadomska-Lila, K. (2024), "How cultural values integrate with each other to trigger sustainable consumption: a cross-culture study", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 4, pp. 814-836.



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