URAM-Marketing

Unité de Recherche et d'Applications en Marketing

THE EFFECT OF CULTURAL VALUES AND RELIGIOSITY ON SOCIALLY RESPONSIBLE CONSUMPTION


Abstract:

Cette recherche étudie l’effet de deux valeurs culturelles (collectivisme et orientation à long terme) au niveau individuel et de la religiosité sur la consommation socialement responsable (SRC). Une étude exploratoire qualitative permet de recueillir des informations sur les opinions et les croyances du consommateur tunisien à l’égard de la SRC. Par la suite, une étude quantitative par questionnaire est menée afin de tester les hypothèses du modèle développé. Les résultats montrent que la religiosité est un facteur explicatif déterminant de quatre dimensions sur cinq de la SRC à savoir « le comportement de l’entreprise », « le volume de consommation », « l’achat de produits partage » et « le soutien au petit commerce ». Le collectivisme a un impact significatif et positif sur la préférence pour le produit local « origine des produits ». L’orientation à long terme, a un effet significatif et positif sur trois dimensions de la SRC.

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