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The authors investigated the role of cultural (i.e. traditional and religious) values in predicting the relationships between the attitudes toward the environment and slow fashion and the purchase intention for sustainable apparel.

An online survey was conducted in Amazon Mechanical Turk with the millennials of the US (n = 317). The data were analyzed through structural equation modeling (SEM).

The connection with indigenous cultural values in terms of the (1) traditional values positively influenced attitudes toward the environment and slow fashion; (2) religious values positively influenced attitude toward slow fashion but did not influence attitude toward the environment. (3) Both attitudes towards environment and slow fashion positively influenced purchase intention for sustainable apparel. (4) The connection with cultural values did not influence purchase intention toward sustainable apparel directly; however, (5) attitude toward slow fashion mediated the relationship between connection with cultural values and purchase intention for sustainable apparel both in terms of traditional and religious values, and (6) attitude toward the environment mediated the relationship between connection with traditional values and purchase intention for sustainable apparel.

Instead of focusing only on pro-environmental messages, marketers should use culture-specific cues to evoke favorable attitudinal and behavioral responses toward sustainable apparel.

Advertisement cues of sustainable apparel imbuing the target market's cultural values could help in protecting culturally significant elements of nature in the long-term by evoking positive attitudes toward the environment and slow fashion and encouraging purchase intention for sustainable apparel in the short-term.

The authors indicated the importance of indigenous cultural values in shaping favorable attitudes toward the environment and slow fashion and purchase intention for sustainable apparel.

Values-attitudes hierarchical models are quite frequent in the consumer behaviour literature. In attitudinal models specific to food produced in an environmentally friendly way (i.e. “green” food), past research evidence mainly originating in Western cultures posits that the strongest path of the model can be found among collectivistic consumer values, general environmental attitudes, and attitudes specific to green food. On the other hand, in non-Western cultures (i.e. China), green food (e.g. organic) is perceived by consumers as safer to consume. With this as point of departure, the present paper aims to examine whether attitudes towards green food in a values-attitudes model in China are determined as postulated in past Western research.

A “typical” (i.e. Western research evidence-based) values-attitudes hierarchical model was developed and a questionnaire comprising 34 items reflecting the conceptual model was designed. Data collection was focused on six major Chinese cities, as this is where the current changes in eating habits are predominantly taking place. Data were collected by personal interviews conducted by local researchers between January and March 2009 through a mall-intercept method. A total number of 479 respondents were recruited, equally distributed among the six cities.

Collectivistic values and environmental attitudes were still found to be strong determinants of Chinese consumers' attitudes towards green foods; contrary to relevant Western findings, however, collectivism also influenced technological attitudes; which, in turn, influenced attitudes towards green food jointly with environmental attitudes. These findings point to the conclusion that Chinese consumers, possibly guided by altruistic predispositions, see technology as a positive determinant of both food safety and environmental friendliness in food production. Empirical findings like these highlight the need for adaptation of well-substantiated models to completely customised research approaches within new globally rising environments.

It is still not quite clear how green food products are perceived in South-East Asian consumer cultures, as well as in other non-Western contexts. This scarcity makes the empirical examination of well-established values-attitudes hierarchies in such contexts valuable from an academic and practitioner's point of view.

The rationale that a deeper understanding of the psychological motivation for a consumer's purchasing decisions will lead to more effective marketing campaigns has been put to the test by Telecom Italia Mobile using the Schwartz Value Inventory.

This study aims to identify the decision-making process involved in the purchase of organic wine from consumer values to attitudes to behavioural intention towards organic wine via the value–attitude–behaviour (VAB) model. Involvement in wine is also taken into consideration.

The data were collected using a snowball sampling method and a closed-ended questionnaire. A total of 209 responses were analysed. Linear regression and PROCESS Macro on SPSS were used to perform data analysis.

Both biospheric-altruistic values and egoistic values are positively associated with attitudes towards organic wine. Attitude is found to mediate the relationship between biospheric-altruistic/egoistic values and behavioural intention. Egoistic values are found to significantly predict behavioural intention in the organic wine purchase context. Involvement was found to moderate the relationship between egoistic values and attitudinal loyalty.

This study identifies the decision-making hierarchy from consumer values to attitudes to behavioural intention, theoretically confirming the robustness of the VAB model in the organic wine consumption context. It also makes a practical contribution by indicating the marketing emphasis of organic wine and segmenting potential consumers according to their values and levels of wine involvement.

A value‐attitude‐behaviour model was applied to investigate the roles of personal values in e‐shopping consumer behaviour. Structural equation modelling identified that personal values (self‐direction values, enjoyment values and self‐achievement values) were significantly related to positive attitudes toward e‐shopping. Individual attitudes toward e‐shopping were a direct predicator of e‐shopping behaviour and mediated the relationship between personal values and behaviour. This hierarchical relationship among personal values, attitudes and behaviour may be exploited by e‐tailers to position e‐shops and provide a persuasive means for e‐shoppers to satisfy their needs.

Values are both an effective variable and a powerful stimulus for consumer behavior. Values are different concepts and classifications influenced by factors such as culture and religion in different societies. This paper aims to identify the classification of values in an Islamic country’s context, Iran.

Iranian dominant values were identified through qualitative analysis and in-depth interviews with 77 interviewees. Grounded theory was used to identify theoretical categories that are derived from the interview data through the use of the constant comparative method.

The findings revealed three categories of hedonic, utilitarian and Islamic spiritual values, which include 10 types of values. The third value (Islamic spiritual) was identified and defined according to the Iranian Islamic religion and ideology. Interviewees expressed their values, attitudes and behaviors within the framework of their unique value system.

To the best of the authors’ knowledge, this paper is one of the first articles that pay special attention to Islamic spiritual values as an influential value category in the buying behaviors and intentions of Iranian consumers. Undoubtedly, identifying these values can be an introduction to studying behaviors influenced by values and a powerful tool for managers to predict and evaluate Islamic consumers’ behavior and lifestyles.

The purpose of this paper is to examine the antecedents of entrepreneurial orientation (EO) and also apply the values-attitudes-behavior framework in the context of entrepreneurial behavior.

A quantitative approach is used to test the hypothesis. The paper employs empirical survey data and partial least squares path modeling in the analyses.

The analyses reveal that owner-manager's intrinsic work values are strongest drivers of innovative and proactive behaviors, but also other work values are related to EO. Furthermore, growth-oriented attitude is positively related to innovativeness and proactiveness, while more survival-oriented managers exhibit less risk-taking behavior.

In this exploratory study the authors did not control for sector differences. Yet, as sector characteristics may influence the drivers of EO behavior.

The paper provides implications for policy makers and practitioners. Entrepreneurial activities and start-ups play a crucial role in many countries as they are vital for economic growths and the countries’ well-being. Given this importance any effective public policy intended to promote new firm creation or entrepreneurial growth of existing small businesses will have to recognize the heterogeneity of entrepreneurs and identify the potential or existing entrepreneurs who are likely to be affected by such policies.

The paper is one of the first works linking the entrepreneur's work values and attitudes to EO.

A consumer model of environmentally responsible purchase behaviour was tested using covariance structural analysis. The model successfully predicted the purchase of environmentally responsible and non‐responsible product alternatives. A hierarchial relationship from values to product specific attitudes to purchase intention to purchase behaviour was confirmed. Individual consequences, which take the personal implications of consumption into account, were found to be just as important in predicting intention as the environmental consequences of a product. The study empirically tested a values typology as a basis to explain attitude formation.

This research applied Homer and Kahle's (1988) theoretical framework, which describes the hierarchical relations of personal values, attitude and behavior to test the moderated mediation model. The major focus of this study was to evaluate how individual characteristics such as fashion involvement and materialism influenced the formation of socially responsible attitudes and ethical fashion purchasing intentions. By focusing on fashion aficionados and materialists, this research examines each step of the hierarchical model by exploring the relation between values and attitude and evaluating the attitude–behavior gap. The main finding highlights the critical role that attitude plays in ethical fashion consumption.

Different sets of latent models with each ethical quality such as ethical concern and ethical obligation were tested to explore if those consumer characteristics had any moderating effects on both front-end (IV-M) and back-end (M-DV) relations of Homer and Kahle's (1988) hierarchical model.

Both ethical values failed to instill a socially responsible mindset in individuals who were heavily immersed in fashion or materialism. Once such attitudes were formed, however, those who were fashion-conscious or materialistic were more likely to purchase ethical apparel than those who were less interested in fashion or materialism.

Previous research has mainly identified external or situational factors that create the attitude or intention and behavior gap in ethical consumption. Given the lack of understanding about psychological factors in understanding the gap, this study added to the literature by identifying fashion involvement and materialism as critical factors positively influencing attitude and behavioral intention associations.

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.