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Self identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures
Patel, J.D. Yagnik, A.
Patel, J.D.
Yagnik, A.
Publication Date
2020-03
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© 2019 Elsevier Ltd. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
08/11/2019
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Abstract
This study empirically examines the combined effect of two crucial internal consumer predispositions, self-identity (SI) and internal environmental locus of control (INELOC), among consumers in a collectivistic culture and an individualistic culture. The study validated the extended theory of planned behaviour to predict consumers' green purchase intentions. Structural equation modelling was used to analyse primary data collected from 365 American and 408 Indian respondents. Analysis revealed differences between the two cultures. Green self-identity influenced attitude more than perceived behavioural control among American consumers, while the reverse was true for Indian consumers. Conversely, INELOC positively and significantly affected only Indian consumers’ perceived behavioural control, not that of American consumers.
Version
Accepted manuscript
Citation
Patel JD, Trivedi RH and Yagnik A (2020) Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures. Journal of Retailing and Consumer Services. 53: 102003.
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Article