The Impact of Vertical/Horizontal Individualism and Collectivism on Ethical Consumption

This study aimed to investigate how cultural values affect ethical consumption behavior. For this purpose, were divided into the following four groups: vertical individualism, collectivism, horizontal and collectivism. Ethical was analyzed across two dimensions: eco-friendly socioeconomic-oriented consumption. Exploratory factor analysis conducted using results of an online survey. Survey links texted e-mailed 938 subjects who responded after being contacted in advance join consumer panels registered with a marketing research company. Structural equation modeling EQS 6 used test hypotheses study. Vertical individualism found have no significant effect on Horizontal however, positively impacted In addition, exploratory construct variables. provides valuable guidelines for further behaviors, that is, behaviors behaviors. Based these components, subsequent studies could provide information regarding consumers’ value structures identification causal relationships prior factors or happiness outcomes. The implications are discussed conclusion.