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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

机译:自我认同和内部环境控制源:在高语境文化和低语境文化中比较它们对绿色购买意图的影响

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摘要

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.
机译:这项研究从经验上考察了集体主义文化和个人主义文化中消费者对两个至关重要的内部消费者倾向(自我认同(SI)和内部环境控制源(INELOC))的综合影响。该研究验证了计划行为的扩展理论,以预测消费者的绿色购买意愿。结构方程模型用于分析从365位美国和408位印度受访者那里收集的主要数据。分析揭示了两种文化之间的差异。在美国消费者中,绿色自我认同对态度的影响远胜于对行为的控制,而印度消费者则相反。相反,ILENEC仅对印度消费者的感知行为控制产生了积极而显着的影响,而对美国消费者的行为没有影响。

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