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Introduction

In: Cultural and Social Influences on Consumer Behavior

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  • Xuehua Wang

    (Tongji University)

Abstract

As consumers, we are living in a culturally constituted world. Culture exerts a strong influence on consumer behavior. For example, would uncertainty avoidance, as an important cultural dimension, affect superstitious consumption? Would rituals, as important cultural components, exert impact on consumer behavior? External threats, as important social influences, also affect consumer behavior. For instance, do health threats induce more green consumption? Facing economic insecurity after the pandemic, would consumers worry about the financial situation and therefore may reduce green consumption? Consumers are living in a world with conflicting information. Do such informational threats influence their green consumption tendency? And how to solve inter-client conflicts, as a special type of external threats? These are the major research questions that this chapter aims to develop.

Suggested Citation

  • Xuehua Wang, 2023. "Introduction," Management for Professionals, in: Cultural and Social Influences on Consumer Behavior, chapter 0, pages 1-6, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-99-6183-2_1
    DOI: 10.1007/978-981-99-6183-2_1
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