How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Abstract

When entering foreign markets, effective advertising appeals are usually employed in advertising to convey local consumers how the products and services will satisfy their wants or needs. The purpose of this cross‐cultural study is to investigate the consumers’ differences between a developed economy (USA) and an emerging economy (Thailand) based on Hofstede's cultural dimensions and the advertising appeal in green advertisements. This study investigates the role played by cultural and economic differences on liking advertising appeals in green advertisements which provides new insight into the literature on cross‐cultural studies as well as managerial implications for marketers, especially in Thailand. Using Hofstede's cultural dimensions as a basis for distinguishing cultures, 40 green global advertisements were presented to 40 consumers in Thailand and 40 consumers in the United States. A combination of quantitative and visual content analysis was also used to examine green advertisements and determine the liking of the appeals. Cultural differences in Hofstede's dimensions reflect in advertising appeals preferences. The results indicate that the USA and Thailand preferred similar appeals but in different ranking; these appeals are corporate image, eye‐catching graphic, exaggerated, imaginative, informative, interesting, meaningful, natural, and sad. Possible explanations and implications of the findings are discussed as well as demonstrating the significance of culture on advertisement effectiveness.

The Influence of Individual Cultural Value Differences on Pro-Environmental Behavior among International Students at Korean Universities

“…The relationship between culture and behavior has received much attention [52]. Recent studies have shown that cultural values can affect different behaviors, including those of university students [53], tourists [54,55], and consumers [56,57]. These behaviors can vary among existing generations and emerging generations, which may have different traits due to intergenerational differences [58].…”

“…Personal long-term orientation was also found to be associated with PEBs [59]. A recent study conducted by Ruanguttamanun [57] investigated consumer differences between a developed economy (USA) and an emerging economy (Thailand) based on Hofstede's cultural dimensions and the advertising appeal of green advertisements, which play an important role in raising consumer concerns about environmental issues. The study revealed that the cultural value differences in Hofstede's dimensions are evident in the advertising appeal of green advertisements.…”

Peer‐to‐peer community on social media: An exploratory cross‐cultural study

“…Therefore, although the cultures utilized in the present study are modern western cultures, some cross‐cultural scholars consider these non‐trivial cultural differences, making the two countries suitable for cross‐cultural comparison (Ford et al, 2018). Studying these two cultures helps bring novel insights into cross‐cultural studies, as comparisons between various western cultures are not common, compared to comparisons between U.S. and Asian cultures (Muk et al, 2014; Pacheco‐Baldo, 2021; Ruanguttamanun, 2023).…”

Discrete emotions effect on consumer evaluation and behaviour: A contextual perspective and directions for future research

“…Furthermore, on a macro level, such difference reflects the effectiveness of distinct emotions across nations. A recent study found that while consumers from different nations preferred the same appeals, negative emotion appeal (fear and sadness) was more effective for the developing nation Thailand (in contrast to the United States) due to its feminine and uncertainty avoidance cultural orientation (Ruanguttamanun, 2023). Therefore, we contend that distinct emotions can work very well for one culture or nation and may have a reverse effect on another.…”