Trust-in-government and social economic norms: assessing the heterogeneity of consumers in the USA and Mexico using the VBN theory

Abstract

Purpose

The improper disposal of potentially harmful products is a problem that affects both developed and emerging countries. Using the Values-Beliefs-Norms (VBN) theory, this research attempts to uncover the key differences and similarities between both contexts and to extend the theory to include trust-in-government (TIG) as a moderating variable.

Design/methodology/approach

The data used in this study were drawn from two samples: Mexicans and Americans by administering a paper and pencil survey. To test the conceptual model and to contrast the results, partial least squares (PLS-SEM) and multigroup analysis were used.

Findings

This research finds that consumers in emerging countries like Mexico are less likely to act on their beliefs to engage in protesting behaviors when confronted with an environmental problem such as the improper disposal of potentially harmful products. Consumers on both sides of the border are more likely to engage in consumer activism behaviors if social economic norms (SEN) are considered. Furthermore, the multi-group analysis revealed that US consumers' TIG moderates the relationship between awareness of consequences (AC) and consumer activism intention (CAI) contrasting with Mexican consumers where such moderating relationship does not exist.

Originality/value

This research makes a significant contribution to the literature by evaluating TIG as an important predictor of consumer activism behaviors. TIG can significantly affect consumer activism behaviors in the United States, but not in Mexico. It also demonstrates that SEN rather than social benefit norms (SBN) can trigger CAI in both samples.

Citation

Robles-Avila, S.E. and Sakib, M.N. (2023), "Trust-in-government and social economic norms: assessing the heterogeneity of consumers in the USA and Mexico using the VBN theory", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-08-2021-1225