Sandra S. Graça

This study empirically tests a conceptual model of the impact of cosmopolitan orientation

on green buying behavior in the U.S., Brazil, and Germany. The following were examined:

relationships between a consumer’s global versus local identity, cosmopolitan orientation,

and preference for a global framing of advertising messages for a green product, as well as

the influence of a consumer’s cosmopolitan orientation on pro-environmental factors that

ultimately contribute to greater intention and willingness to purchase green products. Data were

collected through a self-administered online survey. Correlations and regression analysis were

used to analyze the data, and structural equation modeling was used to test the hypothesized

model in the study. Findings indicate that global identity and framing of advertising are

positively linked to cosmopolitan orientation across all three countries. Results demonstrate

the role of cosmopolitan orientation in influencing a consumer’s knowledge and concern

about the environment, positive attitude toward buying green products, and the perceived

effectiveness of their pro-environmental purchasing behavior. In turn, these mediating factors

foster green buying behavior (GBB) in all three countries with a few distinctions. The findings

highlight the importance of using global framing messages when advertising green products

and services to an increasingly cosmopolitan-oriented consumer base. In all three countries,

communication strategies should focus on messages that link cosmopolitan consumers to the

rest of the world and educate consumers about the state of the environment and the positive

difference that consumers can make when adopting eco-friendly products.

https://archium.ateneo.edu/jmgs/vol12/iss1/2/

This study draws from buyer behavior and green marketing research and from the literature on relationship marketing, to test a model that compares strategies to raise consumers’ green perceived value (GPV) through trust and satisfaction with green products. The study explores strategies to increase consumers’ intention to buy a brand’s green products in one developed (Germany) market and one developing (Brazil) market.

This research investigates how indigenous socio-cultural (ISC) practices within informal networks, such as guanxi and wasta provide benefits beyond mere access. Specifically, we explore their global impact on B2B relationships, focusing on reciprocity. A multi-regional sample extends research on ISC practices in B2B relationships by examining contingency effects of informal network ties. We surveyed 404 buyers in two developed (Hong Kong and Portugal) and two emerging economies (Kuwait and Colombia), also categorized by strong and weak informal network ties. Using SEM, we examined a relationship marketing (RM) model from a typology (Clubs, Sociocracies, Clans, and Compadres) for assessing contingency effects. The study reveals that in developed economies with strong formal institutions, negative aspects of FRN intensify unless informal networks are driven by strict socio-moral obligations. This supports research indicating that contractual governance competes rather than complements relational governance. Moreover, trust-building processes are crucial in regions with low uncertainty tolerance to mitigate adverse effects. Suppliers from developed nations need more than cultural communication insights when engaging in business in emerging markets. Buyers may expect adherence to reciprocity rules embedded in the ISC practices of their informal networks. This study pioneers a typology of social structures to analyze ISC practices across buyers with varying formal institutional strength and informal network ties. It sheds light on institutional dynamics, trust-building processes, and nuances surrounding both positive and negative aspects of reciprocity practices. Furthermore, it broadens the scope of RM to Asia, Europe, Latin America, and the Middle East.

This study first examines the influence of educational factors on a consumer’s willingness to buy green products and on building a brand’s green image. Second, it explores the effects of environmental concern and perceived consumer effectiveness in mediating the relationships between educational factors and green buying behavior. Third, it takes a cross-country perspective by investigating green buying behavior under distinct cultural contexts (collectivism versus individualism). The hypothesized model was tested with data collected in the United States and Brazil and using structural equation modeling analysis. Findings reveal that sustainability education, whether initiated by the consumer or by the organization, contributes positively to promote a brand’s green image. Environmental concern and perceived consumer effectiveness both mediate the relationships between educational factors and green buying behavior. Lastly, the moderating effects of culture highlight the importance of environmental concern in a collectivist country and perceived consumer effectiveness in an individualist country.

This study first examines the influence of educational factors on a consumer’s willingness to buy green products and on building a brand’s green image. Second, it explores the effects of environmental concern and perceived consumer effectiveness in mediating the relationships between educational factors and green buying behavior. Third, it takes a cross-country perspective by investigating green buying behavior under distinct cultural contexts (collectivism versus individualism). The hypothesized model was tested with data collected in the United States and Brazil and using structural equation modeling analysis. Findings reveal that sustainability education, whether initiated by the consumer or by the organization, contributes positively to promote a brand’s green image. Environmental concern and perceived consumer effectiveness both mediate the relationships between educational factors and green buying behavior. Lastly, the moderating effects of culture highlight the importance of environmental concern in a collectivist country and perceived consumer effectiveness in an individualist country.

PurposeThis study compares the impact of three drivers of sustainability behavior (perceived quality, social influences, and online education) and three transformative mediators (price value, attitude, and environmental knowledge) in influencing green buying behavior in a developed versus a developing country.Design/methodology/approachData was collected through a self-administered online survey in the United States (n = 195) and in Brazil (n = 209). The hypothesized model was tested using structural equation modeling software. Multi-group analysis was conducted to compare the impact of drivers and mediators on consumers' intention and willingness to buy green products and services between the two country groups.FindingsThe direct effects of price value, attitude, online education, and environmental knowledge, together with the indirect effects of perceived quality, social influence, and online education explain a significant amount of variation in driving consumer sustainability behavior in both countries. Differences between countries indicate that cultural and country's level of economic development moderate some relationships in the model. Affordable prices and social influences are stronger in Brazil.Practical implicationsOrganizations must educate consumers on relevant socio-ecological issues and communicate the positive aspects of their sustainable offerings as a proactive way to change consumers' attitude toward sustainability behavior, while recognizing the influence of family and friends in collectivist societies and price value in emerging markets.Originality/valueThis study is unique in drawing from three theories of green buying behavior and for empirically demonstrating the importance of distinct drivers and mediators under the context of countries in different stages of economic development (developed and developing). It provides a more global perspective on the topic and highlights the influential power of the key transformative mediators in the model.

Purpose This study compares the impact of three drivers of sustainability behavior (perceived quality, social influences, and online education) and three transformative mediators (price value, attitude, and environmental knowledge) in influencing green buying behavior in a developed versus a developing country. Design/methodology/approach Data was collected through a self-administered online survey in the United States (n = 195) and in Brazil (n = 209). The hypothesized model was tested using structural equation modeling software. Multi-group analysis was conducted to compare the impact of drivers and mediators on consumers' intention and willingness to buy green products and services between the two country groups. Findings The direct effects of price value, attitude, online education, and environmental knowledge, together with the indirect effects of perceived quality, social influence, and online education explain a significant amount of variation in driving consumer sustainability behavior in both countries. Differences between countries indicate that cultural and country's level of economic development moderate some relationships in the model. Affordable prices and social influences are stronger in Brazil. Practical implications Organizations must educate consumers on relevant socio-ecological issues and communicate the positive aspects of their sustainable offerings as a proactive way to change consumers' attitude toward sustainability behavior, while recognizing the influence of family and friends in collectivist societies and price value in emerging markets. Originality/value This study is unique in drawing from three theories of green buying behavior and for empirically demonstrating the importance of distinct drivers and mediators under the context of countries in different stages of economic development (developed and developing). It provides a more global perspective on the topic and highlights the influential power of the key transformative mediators in the model.