Cross-cultural perspective on sustainable consumption: implications for consumer motivations and promotion

Abstract Firms in the past have based their marketing and promotion strategies on assumption of infinite resources zero environmental impact. With growing importance costs associated with finite resources, firms need to revisit strategies. This study defines conceptualizes horizontal/vertical individualism–collectivism (H/V I-C) cultural value orientations as antecedents sustainable consumption. Drawing H/V I-C orientations, this attempts build a consumption model better understand how values are reflected consumers’ motives they can be translated into persuasive advertising appeals tailored specific segments. contributes provide new theoretical managerial insights understanding culturally relevant establish appropriate cross-cultural contexts. Most importantly, provides implications companies for balancing more carefully growth goals pursue sustainability across different cultures.