Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures

Jayesh D. Patel, Rohit H. Trivedi, Arpan Yagnik

Research output: Contribution to journalArticle

3 Scopus citations

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.

Original languageEnglish (US)
Article number102003
JournalJournal of Retailing and Consumer Services
Volume53
DOIs
StatePublished - Mar 2020

All Science Journal Classification (ASJC) codes

  • Marketing

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