IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v30y2013i1p69-82.html
   My bibliography  Save this article

The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity

Author

Listed:
  • Strizhakova, Yuliya
  • Coulter, Robin A.

Abstract

Drawing on cultural identity theory, global consumer culture theory, and sustainability research, we examine the “green” side of materialism in emerging BRIC markets and developed (U.S. and Australian) markets. We assess the moderating effect of global cultural identity on the relationship between materialism and environmentally friendly tendencies using three different conceptualizations and measures of global cultural identity — the lifestyle and brand dimensions of global consumption orientation and global connectedness. In emerging markets, we observe strong positive effects of materialism on the concern for environmentally friendly products, the willingness to pay extra for environmentally friendly products, perceptions of global companies as environmentally friendly, and the likelihood to engage in environmentally friendly tendencies for the global segment across all three conceptualizations of global cultural identity; in addition, for individuals with a glocal cultural identity, we observe a significant positive relationship between materialism and these measures of environmentally friendly tendencies. In developed markets, significant effects are observed only for the global segment, but specific effects depend on the conceptualization of a global cultural identity. Therefore, our results indicate that multinational companies focused on combining materialistic appeals with their green positioning in the emerging markets must carefully target consumers with a strong global cultural identity.

Suggested Citation

  • Strizhakova, Yuliya & Coulter, Robin A., 2013. "The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 69-82.
  • Handle: RePEc:eee:ijrema:v:30:y:2013:i:1:p:69-82
    DOI: 10.1016/j.ijresmar.2012.08.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811612000717
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. John Whalley, 2008. "Globalisation and Values," The World Economy, Wiley Blackwell, vol. 31(11), pages 1503-1524, November.
    2. Xin Zhao & Russell W. Belk, 2008. "Politicizing Consumer Culture: Advertising's Appropriation of Political Ideology in China's Social Transition," Journal of Consumer Research, Oxford University Press, vol. 35(2), pages 231-244, June.
    3. Griffin, Mitch & Babin, Barry J. & Christensen, Finn, 2004. "A cross-cultural investigation of the materialism construct: Assessing the Richins and Dawson's materialism scale in Denmark, France and Russia," Journal of Business Research, Elsevier, vol. 57(8), pages 893-900, August.
    4. repec:eee:ijrema:v:25:y:2008:i:1:p:46-55 is not listed on IDEAS
    5. Yinlong Zhang & Adwait Khare, 2009. "The Impact of Accessible Identities on the Evaluation of Global versus Local Products," Journal of Consumer Research, Oxford University Press, vol. 36(3), pages 524-537.
    6. Aric Rindfleisch & James E. Burroughs & Nancy Wong, 2009. "The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection," Journal of Consumer Research, Oxford University Press, vol. 36(1), pages 1-16, June.
    7. Belk, Russell W, 1985. " Materialism: Trait Aspects of Living in the Material World," Journal of Consumer Research, Oxford University Press, vol. 12(3), pages 265-280, December.
    8. repec:eee:ijrema:v:29:y:2012:i:1:p:25-34 is not listed on IDEAS
    9. repec:eee:ijrema:v:29:y:2012:i:1:p:43-54 is not listed on IDEAS
    10. Piyush Sharma, 2011. "Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 42(2), pages 285-306, February.
    11. repec:eee:ijrema:v:29:y:2012:i:1:p:35-42 is not listed on IDEAS
    12. Kineta H Hung & Stella Yiyan Li & Russell W Belk, 2007. "Glocal understandings: female readers’ perceptions of the new woman in Chinese advertising," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(6), pages 1034-1051, November.
    13. repec:eee:ijrema:v:28:y:2011:i:4:p:342-351 is not listed on IDEAS
    14. Kilbourne, William & Pickett, Gregory, 2008. "How materialism affects environmental beliefs, concern, and environmentally responsible behavior," Journal of Business Research, Elsevier, vol. 61(9), pages 885-893, September.
    15. Rohit Varman & Russell W. Belk, 2009. "Nationalism and Ideology in an Anticonsumption Movement," Journal of Consumer Research, Oxford University Press, vol. 36(4), pages 686-700, December.
    16. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Oxford University Press, vol. 37(2), pages 197-206, August.
    17. Kineta H Hung & Flora Fang Gu & Chi Kin (Bennett) Yim, 2007. "A social institutional approach to identifying generation cohorts in China with a comparison with American consumers," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 836-853, September.
    18. Polonsky, Michael Jay, 2011. "Transformative green marketing: Impediments and opportunities," Journal of Business Research, Elsevier, vol. 64(12), pages 1311-1319.
    19. Richins, Marsha L & Dawson, Scott, 1992. " A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 303-316, December.
    20. Webb, Deborah J. & Mohr, Lois A. & Harris, Katherine E., 2008. "A re-examination of socially responsible consumption and its measurement," Journal of Business Research, Elsevier, vol. 61(2), pages 91-98, February.
    21. Cleveland, Mark & Laroche, Michel, 2007. "Acculturaton to the global consumer culture: Scale development and research paradigm," Journal of Business Research, Elsevier, vol. 60(3), pages 249-259, March.
    22. Karabati, Serdar & Cemalcilar, Zeynep, 2010. "Values, materialism, and well-being: A study with Turkish university students," Journal of Economic Psychology, Elsevier, vol. 31(4), pages 624-633, August.
    23. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 25(1), pages 78-90, June.
    24. Kirk Brown & Tim Kasser, 2005. "Are Psychological and Ecological Well-being Compatible? The Role of Values, Mindfulness, and Lifestyle," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 74(2), pages 349-368, November.
    25. Welsch, Heinz & Kühling, Jan, 2009. "Determinants of pro-environmental consumption: The role of reference groups and routine behavior," Ecological Economics, Elsevier, vol. 69(1), pages 166-176, November.
    26. Dale Russell & Cristel Russell, 2010. "Here or there? Consumer reactions to corporate social responsibility initiatives: Egocentric tendencies and their moderators," Marketing Letters, Springer, vol. 21(1), pages 65-81, March.
    27. Noah J. Goldstein & Robert B. Cialdini & Vladas Griskevicius, 2008. "A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels," Journal of Consumer Research, Oxford University Press, vol. 35(3), pages 472-482, March.
    28. Sandra K Smith Speck & Abhijit Roy, 2008. "The interrelationships between television viewing, values and perceived well-being: A global perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(7), pages 1197-1219, October.
    29. Belk, Russell W & Ger, Guliz & Askegaard, Soren, 2003. " The Fire of Desire: A Multisited Inquiry into Consumer Passion," Journal of Consumer Research, Oxford University Press, vol. 30(3), pages 326-351, December.
    30. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
    31. repec:eee:ijrema:v:27:y:2010:i:2:p:107-118 is not listed on IDEAS
    32. Wong, Nancy & Rindfleisch, Aric & Burroughs, James E, 2003. " Do Reverse-Worded Items Confound Measures in Cross-Cultural Consumer Research? The Case of the Material Values Scale," Journal of Consumer Research, Oxford University Press, vol. 30(1), pages 72-91, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. repec:eee:joreco:v:31:y:2016:i:c:p:389-397 is not listed on IDEAS
    2. repec:eee:enepol:v:118:y:2018:i:c:p:160-168 is not listed on IDEAS
    3. Bartsch, Fabian & Diamantopoulos, Adamantios & Paparoidamis, Nicholas G. & Chumpitaz, Ruben, 2016. "Global brand ownership: The mediating roles of consumer attitudes and brand identification," Journal of Business Research, Elsevier, vol. 69(9), pages 3629-3635.
    4. repec:bbz:fcpbbr:v:14:y:2017:i:3:p288-303 is not listed on IDEAS
    5. repec:eee:jbrese:v:82:y:2018:i:c:p:300-309 is not listed on IDEAS
    6. repec:kap:jbuset:v:150:y:2018:i:4:d:10.1007_s10551-016-3203-x is not listed on IDEAS
    7. repec:pal:jintbs:v:48:y:2017:i:8:d:10.1057_s41267-017-0096-6 is not listed on IDEAS

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:30:y:2013:i:1:p:69-82. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.