Examining the Relationship between Global Citizenship and Ethical Consumerism: The Moderating Role of Cultural Awareness
DOI:
https://doi.org/10.55737/qjss.vi-i.25291Keywords:
Ethical Consumerism, Cultural Intelligence, Environmental Concern, Role of Social Responsibility, Cultural AwarenessAbstract
The two growing concepts within the domain of international marketing are global citizenship and ethical consumerism. The present study probes into how the concerns of global citizenship, environment, social, cultural, and others affect ethical consumerism, with cultural awareness as a moderating factor. Guided by “Cultural Intelligence Theory”, this study contributes to an all-rounded understanding of ethical consumer behaviour. The research approach is explanatory in nature. For this, a sample of 388 male and female consumers aged 20 to 60, purchasing domestic and imported FMCG products in Karachi, Pakistan, has been considered for the study. The data is analyzed using the technique of Structural Equation Modeling through SMART PLS 4.0 software. The results provide insights into the dynamics of how cultural intelligence and global citizenship influence the ethical consumption pattern.
References
Acharyya, M., & Agarwala, T. (2022). Relationship between CSR motivations and corporate social performance: a study in the power industry in India. Employee Relations, 44(3), 663–685. https://doi.org/10.1108/er-01-2019-0091
Adams, W. M., & Jeanrenaud, S. (2008). Transition to sustainability: Towards a humane and diverse world. Iucn.
Allen, Y. (2020). Am I a global citizen? Reflections of young people in Tobago. The Bloomsbury Handbook of Global Education and Learning, 438-51.
Andersen, S. E., & Johansen, T. S. (2021). Corporate citizenship: Challenging the corporate centricity in corporate marketing. Journal of Business Research, 131, 686–699. https://doi.org/10.1016/j.jbusres.2020.12.061
Andiç, E., Yurt, Ö., & Baltacıoğlu, T. (2012). Green supply chains: Efforts and potential applications for the Turkish market. Resources, Conservation, and Recycling, 58, 50–68. https://doi.org/10.1016/j.resconrec.2011.10.008
Ang, S., Van Dyne, L., & Koh, C. (2007). Cultural intelligence. In S. Ang & L. Van Dyne (Eds.), Handbook of Cultural Intelligence: Theory, Measurement, and Applications (pp. 3-15). M.E. Sharpe.
Ang, S., Van Dyne, L., Koh, C., Ng, K. Y., Templer, K. J., Tay, C., & Chandrasekar, N. A. (2007). Cultural intelligence: Its measurement and effects on cultural judgment and decision making, cultural adaptation and task performance. Management and Organization Review, 3(3), 335–371. https://doi.org/10.1111/j.1740-8784.2007.00082.x
Auger, P., Burke, P., Devinney, T. M., & Louviere, J. J. (2003). What will consumers pay for social product features? Journal of Business Ethics, 42(3), 281-304. https://doi.org/10.1023/A:1022212816261
Baah, C., Opoku-Agyeman, D., Acquah, I. S. K., Agyabeng-Mensah, Y., Afum, E., Faibil, D., & Abdoulaye, F. A. M. (2021). Examining the correlations between stakeholder pressures, green production practices, firm reputation, environmental and financial performance: Evidence from manufacturing SMEs. Sustainable Production and Consumption, 27, 100–114. https://doi.org/10.1016/j.spc.2020.10.015
Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The impact of nationalism, patriotism, and internationalism on consumer ethnocentrism. Journal of International Business Studies, 32(1), 157-175. https://doi.org/10.1057/palgrave.jibs.8490943
Barbarossa, C., & De Pelsmacker, P. (2016). Positive and negative antecedents of purchasing Eco-friendly products: A comparison between green and non-green consumers. Journal of Business Ethics, 134(2), 229–247. https://doi.org/10.1007/s10551-014-2425-z
Barnett, C., Cafaro, P., & Newholm, T. (2005). Philosophy and ethical consumption. In The Ethical Consumer (pp. 11–24). SAGE Publications Ltd.
Beck, U. (2006). The Cosmopolitan Vision. Polity Press.
Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46–53. https://doi.org/10.1016/j.jbusres.2005.01.001
Bennett, M. J. (1993). Toward ethno-relativism: A developmental model of intercultural sensitivity. In R. M. Paige (Ed.), Education for the Intercultural Experience (pp. 21-71). Intercultural Press.
Bertolam, P., & Colombi, C. (2024). Sustainable Redesign of The Global Fashion System. SUSTAINABILITY: SCIENCE, PRACTICE, & POLICY.
Cabrera, L. (2010). The practice of global citizenship. Cambridge University Press.
Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer – do ethics matter in purchase behavior? Journal of Consumer Marketing, 18(7), 560-577. https://doi.org/10.1108/07363760110410263
Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2014). Why ethical consumers don't walk the talk: Towards a framework for understanding the gap between the ethical consumer and ethical consumption. Journal of Business Ethics, 127(3), 639-658. https://doi.org/10.1007/s10551-010-0501-6
Carrington, Michal Jemma, Zwick, D., & Neville, B. (2016). The ideology of the ethical consumption gap. Marketing Theory, 16(1), 21–38. https://doi.org/10.1177/1470593115595674
Chatzopoulou, E., & Kiewiet, A. (2021). Millennials’ evaluation of corporate social responsibility: The wants and needs of the largest and most ethical generation. Journal of Consumer Behaviour, 20(3), 521–534. https://doi.org/10.1002/cb.1882
Chen, G. M., & Starosta, W. J. (2000). The development and validation of the Intercultural Sensitivity Scale. Human Communication, 3(1), 1-15.
Chen, Y.-S., & Chang, C.-H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489–500. https://doi.org/10.1007/s10551-012-1360-0
Connolly, J., & Prothero, A. (2003). Sustainable consumption: Consumption, consumers, and the commodity discourse. Consumption Markets & Culture, 6(4), 275-291. https://doi.org/10.1080/1025386032000168311
Crane, A. (2001). Unpacking the ethical product. Journal of Business Ethics, 30(4), 361-373. https://doi.org/10.1023/A:1010793013027
Davies, L. (2006). Global citizenship: Abstraction or framework for action? Educational Review, 58(1), 5-25. https://doi.org/10.1080/00131910500352523
Deardorff, D. K. (2006). Identification and assessment of intercultural competence as a student outcome of internationalization. Journal of Studies in International Education, 10(3), 241–266. https://doi.org/10.1177/1028315306287002
Devinney, T. M., Auger, P., & Eckhardt, G. M. (2006). The Myth of the Ethical Consumer. Cambridge University Press.
Dobson, A. (2020). Citizenship and the Environment. Oxford University Press.
Dower, N. (2003). An Introduction to Global Citizenship. Edinburgh University Press.
Dower, N., & Williams, J. (2002). Global Citizenship: A Critical Introduction. Routledge.
Du, S., Bhattacharya, C. B., & Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24(3), 224–241. https://doi.org/10.1016/j.ijresmar.2007.01.001
Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8–19. https://doi.org/10.1111/j.1468-2370.2009.00276.x
Dunlap, R. E., & Jones, R. E. (2002). Environmental concern: Conceptual and measurement issues. In R. E. Dunlap & W. Michelson (Eds.), Handbook of Environmental Sociology (pp. 482-524). Greenwood Press.
Earley, P. C., & Ang, S. (2003). Cultural Intelligence: Individual Interactions Across Cultures. Stanford University Press.
Earley, P. C., & Ang, S. (2020). Cultural Intelligence: Individual Interactions Across Cultures. Stanford University Press.
Ethical Consumer Research Association. (2021). Ethical Consumer Markets Report 2021.
Ethical Consumerism. (2023). In Encyclopaedia Britannica. Retrieved from https://www.britannica.com/money/ethical-consumerism
Gifford, R., & Nilsson, A. (2014). Personal and social factors that influence pro-environmental concern and behaviour: a review: PERSONAL AND SOCIAL FACTORS THAT INFLUENCE PRO-ENVIRONMENTAL BEHAVIOUR. International Journal of Psychology: Journal International de Psychologie, 49(3), 141–157. https://doi.org/10.1002/ijop.12034
Gleim, M. R., Smith, J. S., Andrews, D., & Cronin, J. J., Jr. (2013). Against the Green: A multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44–61. https://doi.org/10.1016/j.jretai.2012.10.001
Gudykunst, W. B., & Kim, Y. Y. (2003). Communicating with Strangers: An Approach to Intercultural Communication. McGraw-Hill.
Gupta, A., Boas, I., & Oosterveer, P. (2020). Transparency in global sustainability governance: to what effect? Journal of Environmental Policy & Planning, 22(1), 84–97. https://doi.org/10.1080/1523908x.2020.1709281
Halder, P., Hansen, E. N., Kangas, J., & Laukkanen, T. (2020). How national culture and ethics matter in consumers’ green consumption values. Journal of Cleaner Production, 265(121754), 121754. https://doi.org/10.1016/j.jclepro.2020.121754
Harrison, R., Newholm, T., & Shaw, D. (Eds.). (2005). The Ethical Consumer. Sage Publications.
Hofstede, G. (2001). Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations. Sage Publications.
Islam, M. A., & Van Staden, C. J. (2022). Modern slavery disclosure regulation and global supply chains: Insights from stakeholder narratives on the UK Modern Slavery Act. Journal of Business Ethics, 180(2), 455–479. https://doi.org/10.1007/s10551-021-04878-1
Johnstone, M.-L., & Tan, L. P. (2015). Exploring the gap between consumers’ green rhetoric and purchasing behaviour. Journal of Business Ethics, 132(2), 311–328. https://doi.org/10.1007/s10551-014-2316-3
Koos, S. (2021). Moralising markets, marketizing morality. The fair trade movement, product labeling and the emergence of ethical consumerism in Europe. Journal of Nonprofit & Public Sector Marketing, 33(2), 168–192. https://doi.org/10.1080/10495142.2020.1865235
Kotler, P., & Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Wiley.
Krishna, G. (2021). Understanding and identifying barriers to electric vehicle adoption through thematic analysis. Transportation Research Interdisciplinary Perspectives, 10(100364), 100364. https://doi.org/10.1016/j.trip.2021.100364
Laufer, W. S. (2003). Social accountability and corporate greenwashing. Journal of business ethics, 43, 253-261.
Li, C., Prikshat, V., Osburg, T., Gupta, S., Cheng, A., Besharat, A., Nayak, R., Mehmood, Z., & Chan, S. (2024). Ethical consumerism in emerging markets: Opportunities and challenges. Journal of Business Ethics, 191, 651–673 (2024). https://doi.org/10.1007/s10551-024-05657-4.
Lin, C. (2020). Understanding cultural diversity and diverse identities. In Encyclopedia of the UN Sustainable Development Goals (pp. 929–938). Springer International Publishing. https://doi.org/10.1007/978-3-319-95870-5_37
McIntosh, A. (2019). Fair Trade and Global Citizenship: Understanding Ethical Consumerism. Journal of Consumer Culture, 19(4), 473-489.
Micheletti, M. (2003). Political Virtue and Shopping: Individuals, Consumerism, and Collective Action. Palgrave Macmillan.
Miller, J. L., & Reilly, P. (2009). Cultural Awareness and its Impact on Multicultural Competence in Global Contexts. Routledge.
Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. The Journal of Consumer Affairs, 35(1), 45–72. https://doi.org/10.1111/j.1745-6606.2001.tb00102.x
Moisander, J. (2007). Motivational complexity of green consumerism. International Journal of Consumer Studies, 31(4), 404-409.
Ng, K.-Y., Van Dyne, L., & Ang, S. (2012). Cultural intelligence: A review, reflections, and recommendations for future research. In Conducting multinational research: Applying organizational psychology in the workplace (pp. 29–58). American Psychological Association.
Nussbaum, M. C. (2010). Not for Profit: Why Democracy Needs the Humanities. Princeton University Press.
Ogiemwonyi, O., & Jan, M. T. (2023). The correlative influence of consumer ethical beliefs, environmental ethics, and moral obligation on green consumption behavior. Resources, Conservation & Recycling Advances, 19(200171), 200171. https://doi.org/10.1016/j.rcradv.2023.200171
Peattie, K. (2010). Green consumption: Behavior and norms. Annual Review of Environment and Resources, 35(1), 195–228. https://doi.org/10.1146/annurev-environ-032609-094328
Polonsky, M. J., Carlson, L., & Fry, M. L. (1997). The harm chain: A public policy development and stakeholder perspective. Marketing Theory, 1(3), 415-433. https://doi.org/10.1177/147059310333003
Pratono, A. H., & Arli, D. (2020). Linking global consumer culture and ethnocentric consumerism to global citizenship: exploring the mediating effect of cultural intelligence. The International Journal of Sociology and Social Policy, 40(7/8), 659–675. https://doi.org/10.1108/ijssp-10-2019-0212
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., & Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31–38. https://doi.org/10.1509/jppm.30.1.31
Reysen, S., & Hackett, J. (2020). Further validation of a single-item measure of global citizenship. International Journal of Intercultural Relations, 41, 95-105.
Reysen, S., & Katzarska-Miller, I. (2013). A model of global citizenship: antecedents and outcomes. International Journal of Psychology: Journal International de Psychologie, 48(5), 858–870. https://doi.org/10.1080/00207594.2012.701749
Sachs, J. D. (2015). The Age of Sustainable Development. Columbia University Press.
Saunders, C. (2013). Environmental networks and social movement theory (p. 256). Bloomsbury Academic.
Schattle, H. (2008). The Practices of Global Citizenship. Rowman & Littlefield.
Schultz, P. W. (2002). Knowledge, information, and household recycling: Examining the knowledge-deficit model of behavior change. In T. Dietz & P. C. Stern (Eds.), New Tools for Environmental Protection: Education, Information, and Voluntary Measures (pp. 67-82). National Academy Press.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. JMR, Journal of Marketing Research, 38(2), 225–243. https://doi.org/10.1509/jmkr.38.2.225.18838
Shar, N. H. (2024). Global Citizenship Education in Government Secondary Schools: A case study of government secondary schools in northern Sindh (Doctoral dissertation, UCL (University College London)).
Sharma, A., & Bansal, M. (2021). Ethical consumerism: Trends and implications. Journal of Business Ethics, 163(1), 25-39.
Shaw, D., Grehan, E., Shiu, E., Hassan, L., & Thomson, J. (2005). An exploration of values in ethical consumer decision making. Journal of Consumer Behaviour, 4(3), 185–200. https://doi.org/10.1002/cb.3
Szmigin, I., Carrigan, M., & Mceachern, M. G. (2020). The conscious consumer: Taking a flexible approach to ethical behavior. International Journal of Consumer Studies, 33(2), 224–231.
Thomas, D. C., & Inkson, K. (2004). Cultural Intelligence: People Skills for Global Business. Berrett-Koehler Publishers.
Tiwari, C., & Sunny, A. (2024). We the People: Understanding the Role of Democracy in Mitigating Global Climate Change and Raising Environmental Issues in the Twenty-first Century. In Environmental Activism and Global Media: Perspective from the Past, Present and Future (pp. 59-80). Cham: Springer Nature Switzerland.
Tseng, S. C., & Hung, S. W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of cleaner production, 59, 174-184. https://doi.org/10.1016/j.jclepro.2013.06.050
Vogel, D. (2005). The Market for Virtue: The Potential and Limits of Corporate Social Responsibility. Brookings Institution Press.
White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22–49. https://doi.org/10.1177/0022242919825649
Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: Green consumer behavior when purchasing products. Sustainable Development, 18(1), 20-31. https://doi.org/10.1002/sd.394
Yue, B., Sheng, G., She, S., & Xu, J. (2020). Impact of consumer environmental responsibility on green consumption behavior in China: The role of environmental concern and price sensitivity. Sustainability, 12(5), 2074. https://doi.org/10.3390/su12052074
Zhang, L., Xu, M., Chen, H., Li, Y., & Chen, S. (2022). Globalization, green economy and environmental challenges: State of the art review for practical implications. Frontiers in Environmental Science, 10. https://doi.org/10.3389/fenvs.2022.870271
Žižek, S. Š., Mulej, M., & Potočnik, A. (2021). The sustainable socially responsible society: Well-being society 6.0. Sustainability, 13(16), 9186. https://doi.org/10.3390/su13169186
