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Revisiting Consumer Environmental Responsibility: A Five Nation Cross-Cultural Analysis And Comparison Of Consumer Ecological Opinions And Behaviors

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  • Cameron Montgomery
  • George Stone

Abstract

Cross-cultural marketing of consumer products and services has become an integral part of the mainstream strategic thinking of multinational consumer products firms. These firms must increasingly address ecological concerns of the individuals comprising the various global market segments where these products will be marketed. Green Marketing has thus become a hot topic for both producers and consumers across cultures. This study investigates how consumers across cultures feel about the environment, whether it makes sense to stress green marketing to consumers in other cultures if they are not environmentally sensitive, and whether there are rudimentary differences in ecological attitudes based on cultural origins. The paper compares consumer attitudes toward the environment to determine whether major differences do exist among cultures. Sample data of 459 consumers was gathered from five countries (Azerbaijan, Italy, Spain, the United States and Venezuela) and was analyzed. Factor analysis was performed to indicate dimensions of environmental responsibility. ANOVA was used to see if differences exist between cultures with regard to the various dimensions. Environmental responsibility is characterized by awareness of environmental problems, knowledge of remedial alternatives best suited to alleviate those problems, skills needed to pursue those actions, and a possession of a genuine desire to act.

Suggested Citation

  • Cameron Montgomery & George Stone, 2009. "Revisiting Consumer Environmental Responsibility: A Five Nation Cross-Cultural Analysis And Comparison Of Consumer Ecological Opinions And Behaviors," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 35-58.
  • Handle: RePEc:ibf:ijmmre:v:2:y:2009:i:1:p:35-58
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    References listed on IDEAS

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    1. Bruce Tonn & Mary English & Cheryl Travis, 2000. "A Framework for Understanding and Improving Environmental Decision Making," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 43(2), pages 163-183.
    2. Webb, Deborah J. & Mohr, Lois A. & Harris, Katherine E., 2008. "A re-examination of socially responsible consumption and its measurement," Journal of Business Research, Elsevier, vol. 61(2), pages 91-98, February.
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    Cited by:

    1. Ekta Sharma & Ruchi Tewari, 2018. "Engaging Employee Perception for Effective Corporate Social Responsibility: Role of Human Resource Professionals," Global Business Review, International Management Institute, vol. 19(1), pages 111-130, February.
    2. Paraskevi (Evi) Dekoulou & Anna Anastasopoulou & Panagiotis Trivellas, 2023. "Employee Performance Implications of CSR for Organizational Resilience in the Banking Industry: The Mediation Role of Psychological Empowerment," Sustainability, MDPI, vol. 15(15), pages 1-20, August.
    3. Xisi Yang & Anja Weber & Anna-Katharina Grimm, 2022. "The effects of green consumer empowerment in advertising on corporate evaluations and purchase intention: the case of organic food," Review of Managerial Science, Springer, vol. 16(6), pages 1877-1909, August.
    4. Yaeri Kim & Seojin Stacey Lee & Taewoo Roh, 2020. "Taking Another Look at Airline CSR: How Required CSR and Desired CSR Affect Customer Loyalty in the Airline Industry," Sustainability, MDPI, vol. 12(10), pages 1-19, May.
    5. Heesup Han & Che Chen & Linda Heejung Lho & Hyeran Kim & Jongsik Yu, 2020. "Green Hotels: Exploring the Drivers of Customer Approach Behaviors for Green Consumption," Sustainability, MDPI, vol. 12(21), pages 1-14, November.
    6. Mafalda Pinto Coelho & Francisco Cesário & Ana Sabino & Ana Moreira, 2022. "Pro-Environmental Messages in Job Advertisements and the Intentions to Apply—The Mediating Role of Organizational Attractiveness," Sustainability, MDPI, vol. 14(5), pages 1-11, March.
    7. Valentina Carbone & Valerie Moatti & Vincenzo Esposito Vinzi, 2012. "Mapping Corporate Responsibility and Sustainable Supply Chains: an Exploratory Perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 21(7), pages 475-494, November.
    8. Heesup Han & Linda Heejung Lho & Amr Al-Ansi & Hyungseo Bobby Ryu & Jinah Park & Wansoo Kim, 2019. "Factors Triggering Customer Willingness to Travel on Environmentally Responsible Electric Airplanes," Sustainability, MDPI, vol. 11(7), pages 1-16, April.
    9. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.
    10. Lee, Eun Mi & Park, Seong-Yeon & Lee, Hyun Jung, 2013. "Employee perception of CSR activities: Its antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(10), pages 1716-1724.

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    More about this item

    Keywords

    Environmental responsibility; cross-cultural marketing; green marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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