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Consumers’ preferences towards eco-labeled products and purchase intention: The moderating effect of national culture
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Eco-labeling is an important matter in the modern world, because of its relationship to the significant issues of the society, i.e. environmental and health care. More and more people pay great attention to the ‘green’ aspect of their lives. Many researchers, in their turn, unveil the topic devoted to the eco-labeling strategies in their academic papers.  However, there is a certain knowledge gap in the existing literature, which allowed the researchers of this paper to focus the study on consumers' preferences towards eco-labeled products and purchase intention in the context of cultural diversity.

Cultural aspect might have the crucial effect and predetermine consumers’ behavior to some extent. Thus, for companies’ management it is highly important to be aware of cultural context of the country they are already operating in or only going to internationalize into. Prior to empirical data collection a literature review on eco-labeling, cultural diversity, and purchase intention were conducted, followed by the integration of gained information into the theoretical model.

The theoretical model, developed by the authors, presents the research of the perceived association between consumers’ preferences, as presented by own health care and environmental care, and purchase intention under the impact of the moderating effect of national culture. In order to test the hypotheses formulated on the literature and model bases, primary data from respondents from three different countries (namely, the USA, Sweden, and Russia) and secondary data from existing literature were collected, the integration of which allowed getting some relevant conclusions and results.

After the data collection and all the statistical process analyzing it, the researchers concluded that culture has an impact on the association of consumers' preferences and purchase intention of eco-labeled products, but this moderating effect varies in terms of the context of consumers' preferences and different cultural dimensions.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Eco-labeling, eco-labeled product, consumer preferences, health care, environmental care, purchase intention, culture, cultural dimensions, moderating effect.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65856OAI: oai:DiVA.org:lnu-65856DiVA, id: diva2:1115550
Subject / course
Business Administration - Marketing
Educational program
International Business Strategy, Master Programme 60 credits
Supervisors
Examiners
Available from: 2017-07-05 Created: 2017-06-27 Last updated: 2017-07-05Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • Other style
More styles
Language
  • de-DE
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  • nn-NB
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  • Other locale
More languages
Output format
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