Nexus of Collective Culture, Cultural Values, and Purchase Intention: What Is the Mediating Role of Environmental Attitude?

Abstract

Different cultural factors play a significant role in shaping customers’ intentions toward environmentally friendly products. Therefore, the main objective of this research was to examine the effects of collective culture, cultural values, and customer environmental attitude on customer purchase intention. This study also investigated the mediating role of customer environmental attitude. A quantitative research methodology was adopted, and respondents were customers. A detailed literature review was conducted to develop the questionnaire for data collection. The questionnaire was distributed among respondents using a convenient sampling technique. The response rate of the study was 80.8%. Smart PLS 4 was used as an analytical tool in this research. The findings revealed that collective culture, and cultural values have a positive effect on environmental attitude. Moreover, customer environmental attitude positively influences purchase intention. The mediating role of customer environmental attitude was also found significant.

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