Purpose The purpose of this paper is to investigate the influence of consumers’ collectivism and long-term orientation (LTO) cultural values on their purchase intention in relation to environment-friendly products. Design/methodology/approach This research adopts a hypo-deductive research design. A unique conceptual model was developed by linking cultural values to key determinants of green purchase behaviour. This model was then tested using a quantitative survey of 682 shoppers in popular Vietnamese electrical appliance stores. Findings Analysis using structural equation modelling reveals that consumers with greater adherence to collectivism and LTO tend to engage in green purchase behaviour owing to their positive environmental attitudes, strong subjective norms and tolerance of inconvenience associated with eco-friendly product purchase. Gender is found to moderate the relationship between the determinants and purchase intention. Practical implications Marketers including manufacturers and policymakers must endeavour (change globally) to reduce or eliminate perceived inconvenience associated with green purchases. They should also effectively communicate messages stressing that eco-friendly product purchases are crucial for environmental protection and benefit consumer groups including family, peers and society in the long-run. Originality/value This research is the first of its kind which links consumers’ cultural values at a personal level to all the elements of the theory of planned behaviour. This research also extends current knowledge about green purchase behaviour in emerging markets by focussing on Vietnam.
Quantum communication is a prime space technology application and offers near-term possibilities for long-distance quantum key distribution (QKD) and experimental tests of quantum entanglement. However, there exists considerable developmental risks and subsequent costs and time required to raise the technological readiness level of terrestrial quantum technologies and to adapt them for space operations. The small-space revolution is a promising route by which synergistic advances in miniaturization of both satellite systems and quantum technologies can be combined to leap-frog conventional space systems development. Here, we outline a recent proposal to perform orbit-to-ground transmission of entanglement and QKD using a CubeSat platform deployed from the International Space Station (ISS). This ambitious mission exploits advances in nanosatellite attitude determination and control systems (ADCS), miniaturised target acquisition and tracking sensors, compact and robust sources of single and entangled photons, and high-speed classical communications systems, all to be incorporated within a 10 kg 6 litre mass-volume envelope. The CubeSat Quantum Communications Mission (CQuCoM) would be a pathfinder for advanced nanosatellite payloads and operations, and would establish the basis for a constellation of low-Earth orbit trusted-nodes for QKD service provision.
This research integrates both motivational and cognitive approaches to better understand consumers' purchase behaviour of energy efficient household appliances in emerging markets. A unique values, knowledge, attitudes and behaviour model was developed, and then validated by obtaining data from Vietnamese consumers which yielded 682 usable responses. The findings confirm that consumers with stronger adherence to egoistic values are more likely to develop negative attitudes towards environmental protection, and they tend to formulate positive attitudes towards individual inconvenience associated with the purchase of energy efficient appliances. In contrast, biospheric and altruistic values facilitate consumers' purchase behaviour by enhancing their attitudes towards environmental protection, and by also reducing their attitudes in relation to individual inconvenience. Interestingly, consumers with high knowledge about energy efficient appliances tend to believe that the purchase of such products is important for environmental protection, and they are likely to negate the perception of inconvenience associated with the purchase. Attitudes were found to be significant determinants of both purchase intention and behaviour. The implications for policymakers, marketers and other stakeholders are discussed and future research directions presented.
Purpose The purpose of this paper is to investigate how consumers’ altruistic values influence their personal norms, environmental attitudes, subjective norms and perceived barriers, all of which in turn influence their pro-environmental behaviour (i.e. the purchase of energy efficient household appliances). Design/methodology/approach This research follows a hypothetic-deductive approach. A unique conceptual model examines the role of consumers’ altruistic values in relation to their environmentally responsible purchase behaviour. Structured questionnaires were administered to randomly selected Vietnamese consumers who visited busy electronics and appliance specialist stores, which yielded 682 usable responses. Findings Structural equation modelling revealed that consumers’ altruistic values tend to positively influence their personal norms, environmental attitudes, subjective norms and mitigate their perceived barriers in relation to the purchase of energy efficient appliances. Practical implications Marketers, policymakers and sustainability campaigners should develop relevant communication and education programmes that emphasise the importance of purchasing energy efficient appliances for the environment and society, arousing consumers’ sense of moral obligation and societal responsibility to purchase such products. They should also provide a convenient and easily accessible shopping environment for consumers. Originality/value This research makes an important contribution by presenting and testing a new altruistic-values-based model that seeks to understand consumers’ environmentally responsible purchase behaviour. This model could serve as a blueprint for future studies in the domain of pro-environmental behaviour, especially those in emerging markets.
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