The moderating role of Hofstede's cultural dimensions on consumer purchasing of organic food

No Thumbnail Available
File version
Author(s)
Matharu, Gurmeet Kaur
von der Heidt, Tania
Sorwar, Golam
Sivapalan, Achchuthan
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)
Date
2024
Size
File type(s)
Location
License
Abstract

Consumers’ cultural values influence their decision-making, and these values are captured in Hofstede’s six cultural dimensions. Culture is important in the food context in India but has been relatively neglected in research. Further, the moderating effect of Hofstede’s newest cultural dimension (Indulgence vs Restraint) is under-researched, especially for organic food. The aim of this study was to examine the moderating effects of Hofstede’s six cultural dimensions on the relationship between organic food purchase intention and purchase behavior. Data from 401 students in North India were collected through online surveys. Results revealed that three cultural dimensions (Uncertainty avoidance, Long-term orientation, and Indulgence) significantly moderated the effects of organic food purchase intention on organic food purchase behavior, while three others (Power distance, Collectivism, and Masculinity) did not. The results have implications for organic food producers and marketers, who need to be aware of cultural characteristics when targeting consumer markets.

Journal Title

Journal of International Consumer Marketing

Conference Title
Book Title
Edition
Volume

36

Issue

1

Thesis Type
Degree Program
School
Publisher link
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights Statement
Item Access Status
Note
Access the data
Related item(s)
Subject
Persistent link to this record
Citation

Matharu, GK; von der Heidt, T; Sorwar, G; Sivapalan, A, The moderating role of Hofstede's cultural dimensions on consumer purchasing of organic food, Journal of International Consumer Marketing, 2024, 36 (1), pp. 21-40

Collections