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The influence of cultural values on green purchase behaviour

The Ninh Nguyen (Faculty of Business and Law, Swinburne University of Technology, Hawthorn, Australia) (Faculty of Marketing, Thuongmai University, Hanoi, Vietnam)
Antonio Lobo (Faculty of Business and Law, Swinburne University of Technology, Hawthorn, Australia)
Steven Greenland (Swinburne University of Technology, Hawthorn, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 2 May 2017




The purpose of this paper is to investigate the influence of consumers’ collectivism and long-term orientation (LTO) cultural values on their purchase intention in relation to environment-friendly products.


This research adopts a hypo-deductive research design. A unique conceptual model was developed by linking cultural values to key determinants of green purchase behaviour. This model was then tested using a quantitative survey of 682 shoppers in popular Vietnamese electrical appliance stores.


Analysis using structural equation modelling reveals that consumers with greater adherence to collectivism and LTO tend to engage in green purchase behaviour owing to their positive environmental attitudes, strong subjective norms and tolerance of inconvenience associated with eco-friendly product purchase. Gender is found to moderate the relationship between the determinants and purchase intention.

Practical implications

Marketers including manufacturers and policymakers must endeavour (change globally) to reduce or eliminate perceived inconvenience associated with green purchases. They should also effectively communicate messages stressing that eco-friendly product purchases are crucial for environmental protection and benefit consumer groups including family, peers and society in the long-run.


This research is the first of its kind which links consumers’ cultural values at a personal level to all the elements of the theory of planned behaviour. This research also extends current knowledge about green purchase behaviour in emerging markets by focussing on Vietnam.



Nguyen, T.N., Lobo, A. and Greenland, S. (2017), "The influence of cultural values on green purchase behaviour", Marketing Intelligence & Planning, Vol. 35 No. 3, pp. 377-396.



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Copyright © 2017, Emerald Publishing Limited

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