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Cross-Cultural Examination of the Fishbein Behavioral Intensions Model

Author

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  • Chol Lee

    (Hong Ik University)

  • Robert T Green

    (University of Texas-Austin)

Abstract

Most of the principal theories associated with consumer behavior have been developed and tested in the United States. A question that has been posed by some consumer researchers concerns the applicability of these theories outside of the United States. The study reported in this paper is a cross-cultural examination of the applicability of the Fishbein behavioral intentions model in Korea and the United States. Korea can be characterized as a collectivist culture that is different from the individualist culture dominant in the United States. The findings of the study suggest that the Fishbein model can be employed to explain consumers' behavioral intentions formation in a Confucian culture, as well as in the United States.© 1991 JIBS. Journal of International Business Studies (1991) 22, 289–305

Suggested Citation

  • Chol Lee & Robert T Green, 1991. "Cross-Cultural Examination of the Fishbein Behavioral Intensions Model," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 22(2), pages 289-305, June.
    • Handle: RePEc:pal:jintbs:v:22:y:1991:i:2:p:289-305
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    7. Kongsompong, Kritika & Green, Robert T. & Patterson, Paul G., 2009. "Collectivism and social influence in the buying decision: A four-country study of inter- and intra-national differences," Australasian marketing journal, Elsevier, vol. 17(3), pages 142-149.
    8. Allah Wasaya & Muhammad Abid Saleem & Jamil Ahmad & Muhammad Nazam & M. Mohsin Ali Khan & Mohammad Ishfaq, 2021. "Impact of green trust and green perceived quality on green purchase intentions: a moderation study," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13418-13435, September.
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    20. Rodrigo, Padmali & Khan, Hina & Ekinci, Yuksel, 2019. "The determinants of foreign product preference amongst elite consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 139-148.
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    24. Ya-Hui Wang, 2014. "All You Can Eat: Behavioral Evidence From Taiwan," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 7(2), pages 29-37.

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