AN EMPIRICAL ANALYSIS OF HOFSTEDE’S CULTURAL DIMENSIONS AND THE THEORY OF PLANNED BEHAVIOR IN SHAPING CONSUMERS’ PURCHASING BEHAVIOR: THE MODERATING ROLE OF AWARENESS OF CONSEQUENCES.

Abstract

In light of increasing sustainability challenges, this study investigates Hofstede’s cultural dimensions and the Theory of Planned Behavior (TPB) in relation to the explanation of consumers’ purchasing behavior, with a strong emphasis on the moderating role of awareness of consequences. Based on TPB foundations, the influence of attitude and subjective norms are examined, while cultural dimensions of individualism/collectivism and Restraint vs. Indulgence are added to the equation that ultimately explains intention and behavior toward a green purchase. Within a quantitative research design, data were collected from 367 consumers in Pakistan, which provided a basis of analysis through additional data analysis of Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques. Results indicated that the measurement model was very reliable, provided evidence for convergent validity and discriminant validity, and explanatory power of results was found to be satisfactory (R² = .491 behavior; R² = .409 intention). The structural model findings stated that attitude, and subjective norms, and Individualism vs. Collectivism significantly predicted both green purchase intention and behavior. Restraint vs. Indulgence revealed a negative significant effect in intention but no significant direct effect on the behavior. Green purchase intention was confirmed as a mediator between cognitive antecedents and cultural antecedents and was the causal link to actual purchasing behavior. Importantly, awareness of consequences was found to significantly moderate the intention – behavior relationship and enhance green purchase intentions into green consumption actions and begin to address the well reported intention and behavior gap. The research advances Theory of Planned Behavior through its examination of cultural and cognitive boundary conditions, providing a fuller understanding of the TPB for sustainable consumption research. Practically, the research adds emphasis to both culturally relevant marketing strategies and interventions that target awareness of consequences to encourage pro-environmental consumer behavior.