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The purpose of this paper is to understand US and Chinese young Millennials’ perceptions of and consumption behaviour towards sustainable apparel products.

Quantitative research was conducted, and empirical data were collected from 590 US college students and 379 Chinese college students.

For both US and Chinese young Millennials, this study provides consistent empirical results of the positive and significant effects of young Millennials’ apparel sustainability knowledge and personal values on consumer attitude towards sustainable clothing, which in turn positively and strongly impacts purchase intention. In addition, a cross-cultural comparative analysis reveals similarities and differences regarding apparel sustainability knowledge and values between young Millennial consumers in the US and China.

The scale of environmental and social impacts from global apparel production and consumption makes sustainability increasingly important in the contemporary business environment. Young Millennials in the US and China represent large and influential consumer segments for sustainable consumption. This study contributes to the literature by surveying young Millennials in the US (developed market) and China (emerging market) in a cross-cultural context. The study offers insights into the global apparel industry in developing strategies for expanding sustainable apparel markets in the US and China.

The purpose of this paper is to identify underlying personal values that determine the mall shopping behaviour of Chinese consumers and to propose shopping intention as an additional mediator that enhances the value‐behaviour link.

A self‐administered web‐based survey with convenience sampling was used to collect the data. A structural equation modeling technique was used to test the proposed model.

Chinese mall shoppers' behaviours were found to be explained by value orientations which were both similar and different from their counterparts in the West. While Western mall shoppers are more likely to be directed by social affiliation and self‐actualising values in previous studies, Chinese mall shoppers are more likely to be influenced by self‐transcendence and self‐enhancement (similar to self‐actualising) values in the present study. Additionally, shopping intention was found to improve the predictive power of consumers' attitude toward mall attributes in terms of shopping frequency and money spent in the mall.

The main limitation of this study is related to measurement error, derived from using simplified instruments to measure personal values. In addition, both personal values and attitudes are abstract constructs, which are difficult to measure; therefore this may also contribute to a larger error variance.

The results of this study are especially beneficial for mall developers and retailers for crafting effective positioning strategies and guiding their communication strategies in the China market.

The proposed model makes a theoretical contribution by testing a Western theory in a non‐Western context. In addition, the proposed model helps researchers better understand the value‐behaviour relationship in a more comprehensive framework.

The purpose of this paper is to understand the impact of American culture-oriented values, Chinese culture-oriented values and self-improvement values on luxury value perception through acculturation by examining an acculturated sample (Chinese living in the USA), a host cultural sample (Caucasian-American) and a home cultural sample (Mainland Chinese).

In order to examine the acculturative changes of Chinese living in the USA in terms of the influence of American and Chinese culture-oriented values and self-improvement values on their luxury value perception, data were collected via three online samples: host (American), home cultural (Chinese) and acculturated (Chinese living in the USA). Effects of acculturation were tested via comparisons between acculturated to host and home cultural samples.

Compared to that of Mainland Chinese and Caucasian-Americans, luxury value perception of Chinese living in the USA is jointly influenced by both American and Chinese culture-oriented values. The influence of cultural values on luxury value perception of Chinese living in the USA is not strengthened by their wish to integrate into the American culture or to maintain their Chinese culture. Nevertheless, Chinese living in the USA show more significant self-improvement (standing out) and conformity (fitting in) motives in luxury value perception when they wish to integrate into the mainstream culture.

The authors surveyed acculturated sample, host and home cultural samples to test the bidimensional acculturation model (Berry, 1997) in the context of luxury consumption. Although the conceptual model is not fully supported, this research broadens current understanding of the effect of acculturation on luxury value perception.

Existing studies suggest the importance of research related to values and goals and their impacts on consumer involvement. However, cross-cultural examination of values and goals in the context of sport is scarce. To broaden our understanding of the cultural impact of values and goals on sport involvement, the purpose of this paper is to compare perspectives between Easterners (Chinese) and Westerners (Americans).

This exploratory research utilized both online and written surveys to collect two convenience samples from 281 American and 636 Chinese participants. Analysis included descriptive statistics, correlations, and regression analyses.

Results indicated both populations perceived values and goals differently; Chinese responded less favorably to values and goals than American counterparts. Values and goals predicted cognitive and behavioral sport involvement with variance in each population. Results generally supported a large cultural variation between the cultures. Lastly, similarities and differences in the perceived importance of values and goals and their subsequent impacts on cognitive and behavioral sport involvement suggest a need for a unique managerial approach when American businesses enter new cultural boundaries like China.

This research is significant because studies exploring values and goals and their influences on sport consumption at the cross-cultural level are still limited in sport literature. Furthermore, an empirical examination of the impact of values and goals on sport consumers across cultures will help increase generalizability of the findings to sport literature.

The purpose of this paper is to investigate if consumer buying motives regarding organic food in emerging economies China and Brazil are culture bound or determined by key characteristics of the product.

A survey was collected in Guangzhou, China, and Porto Alegre, Brazil. Data were analyzed by means of structural equation modeling, checking for measurement invariance between samples.

The reasons why Brazilian and Chinese consumers buy organic food are strikingly similar to what is found in Europe and North America. Consumers’ attitude toward buying organic food is strongly linked to beliefs about its healthiness, taste and environmental friendliness. Also, consumer attitudes toward buying organic food are positively related to what Schwartz’s “Universalism” values in all studied cultures.

Correlational (survey) data do not allow conclusions about causality and conclusions are limited by the covered countries and products.

Key consumer value propositions with respect to organic food seem cross-culturally valid and universally accepted by a segment of customers that share these values. Hence, organic food can be marketed globally based on a universal set of key value propositions. The same could be true for other global products sharing similar types of certifiable value propositions.

New insights of value for the cross-cultural marketing of “green” and ethical consumer products.

Fills a gap in research regarding the extent to which consumer purchase motives are culture bound or determined by the characteristics of the product.

This article aims to study the role of personal values as moderators of the antecedents of consumers' “green” buying intentions in the context of Chinese consumers' inclination to buy organic food.

Ordinary Chinese consumers (n=479) were intercepted and filled out a questionnaire outside upscale supermarkets in Guangzhou. Multigroup structural equation modeling was used to test hypotheses about personal values' moderating effect in the theory of planned behavior.

Self‐transcendence values moderate the relationship between two antecedents and behavioral intentions: the attitude towards buying organic food and perceived behavioral control. Both of these antecedents have a stronger impact on intentions among consumers with strong self‐transcendence values than among consumers with weak ones.

The study is based on a single consumer survey collected from a convenience sample of consumers from one Chinese city. Hence, care needs to be exercised when making inferences about causality and representativeness.

Study results have direct implications for the marketing of organic food. As the food safety problem in China is getting more severe and environmental issues are increasing on the political and public agendas, the consumption of organic food is being increasingly advocated by both the government and food producers, as a healthy and environment‐friendly alternative, which also may contribute positively to the development of the economy.

This article extends the rare literature analyzing Chinese consumers' inclination to buy organic food. It also extends the understanding of the role of personal values as moderators of antecedents of consumers' buying intentions for “green” products.

The purpose of this paper is to investigate how Chinese cultural values influence “Little Emperors'” choice of study destination; and their preferred communication sources for university choice.

University students from the People's Republic of China (PRC) in New Zealand were surveyed with an instrument based on Schwartz's “Values survey” and the understanding that cultural values are a powerful force shaping consumers' motivations, lifestyles and product choices. A central‐location (libraries, lecture theatres) sampling strategy was employed.

The results from the research suggest that Chinese cultural values have an impact on “Little Emperor's” choice of international tertiary education and their preferred communication sources for university choice. The study shows that New Zealand society appeals for its low corruption and high level of honesty and fairness which are attractive to these “Little Emperors” because these values help to reinforce group harmony, a prominent characteristic of Chinese society. The “Little Emperor's” preference for using education fairs, university open days and representative agents as sources of information for university enrolment is consistent with the high context nature of Chinese society.

Few studies have attempted to understand how cultural values influence young Chinese students' decisions on study destinations and their preferred communication sources for university choice.

The purpose of this paper is to examine the influence of volume and valence of online movie ratings on consumers’ risk perceptions and purchase intentions, as well as the moderating impact of cultural values, in four emerging Asian markets.

Using a survey questionnaire, data was collected from 204 respondents for Study 1 and 376 respondents for Study 2 in four emerging markets (China, India, Chinese Macau, and the Philippines). The analysis was conducted using analysis of variance.

Results indicate that moviegoers express higher risk perceptions and lower purchase intentions when the volume of online ratings is smaller and when the valence (average rating) is lower. These effects are enhanced for more conservative consumers, but are not influenced by consumers’ self-transcendence. Indian consumers were found to be more conservative than the other Asian consumers in the study.

Taken together, the findings make significant contributions to the literature on services marketing, online ratings, cultural values, risk perceptions, and emerging markets. In contrast to correlational studies, the experimental design controls for potential confounding factors and provides evidence of causality between online ratings and consumer responses. In addition, by using cultural values, the authors avoid the problems associated with using national culture scores to characterize individuals or sub-groups within countries.

The study suggests that despite the geographical proximity of these emerging markets, key discernible differences exist due to the moderating impact of cultural values on consumer responses. When targeting consumers in relatively conservative markets (e.g. India), a large volume of positive online ratings may lower consumers’ risk perceptions and increase their purchase intentions.

This study is one of the pioneering studies examining the impacts of volume and valence of online movie ratings on consumers’ risk perceptions and purchase intentions in emerging Asian markets.

The purpose of this paper is to investigate the following choice issues among young consumers (Generation Y): how cultural values influence a student's decision on study destinations, and how cultural values influence student's preferred sources of information for university choice?

High school students from Singapore and Malaysia, intending to study in New Zealand were surveyed with an instrument based on Schwartz's Value Survey and the understanding that cultural values are a powerful force shaping consumers' motivations, lifestyles and product choices.

The results of this research suggests that cultural values have an impact on student's intended choice of international tertiary education and their preferred sources of information for university enrolment. The results have important implications for marketers of export education.

There are few studies which try to understand how cultural values influence a student's decision on study destinations and their preferred sources of information for university choice.

The purpose of the article is to develop an instrument for measuring the influence of consumers' cultural values on functional food perception.

The study is quantitative in nature and builds on an earlier qualitative study that employed in-depth interviews, thematic analysis and constant comparative analysis to construct a survey instrument which initially had 53 items. The quantitative study involved an online survey that was conducted using this instrument, which resulted in 365 complete cases that included 173 Anglo-Australian, 102 Chinese and 90 Indian respondents living in Australia. The survey data were subjected to exploratory factor analysis using Principal axis factoring, with Promax rotation.

The research has validated that functional food perception is dependent upon consumers' cultural values. The results of the exploratory factor analysis provided a six-factor instrument with 32 items.

Only three ethnic groups were involved in this study and that is not entirely representative of Australia or other countries. The instrument, however, will allow researchers in the field of functional food to extend the research to other diverse communities.

The instrument will further enable functional food producers and marketers to develop effective marketing strategies based on their knowledge of the influence of cultural values on functional food perception.

The instrument developed from this study, for measuring consumers' functional food perception based on cultural values, is the first of its kind.