The principal aim of this research is to elucidate the causal dynamics among cultural values (namely collectivism, long-term orientation, and power distance), ethical attitudes (with a focus on teleological evaluation), and the propensity of consumers to opt for green hotels, all conceptualized within the Value-Attitude-Behavior (VAB) theoretical framework. This study further investigates the moderating role of status consumption on the relationship between power distance and ethical attitudes, as well as the impact of green purchasing behaviors on consumers’ subjective well-being. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze data from 380 Korean respondents. The results confirmed the significance of all six hypothesized relationships: the three cultural values significantly impact teleological evaluations, status consumption has a significant moderating effect between power distance and teleological evaluation, and teleological evaluations significantly influence green purchase behavior, which in turn enhances consumers’ subjective well-being. These findings advance theoretical discussions and provide practical insights for the tourism and hospitality industry.
AakerDA (2004) Leveraging the corporate brand. California Management Review46(3): 6–18.
2.
AgagGColmekciogluN (2020) Understanding guests’ behavior to visit green hotels: the role of ethical ideology and religiosity. International Journal of Hospitality Management91: 102679.
3.
AnsariMYSiddiquiDA (2019) Effects of culture on green purchase intention, the mediating role of new ecological paradigm, environmental collective efficacy and environmental knowledge. Environmental Collective Efficacy and Environmental Knowledge5(1): 1–33.
4.
ArnoldDFBernardiRANeidermeyerPE, et al. (2007) The effect of country and culture on perceptions of appropriate ethical actions prescribed by codes of conduct: a Western European perspective among accountants. Journal of Business Ethics70: 327–340.
5.
AwECXChuahSHWSabriMF, et al. (2021) Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention. Journal of Retailing and Consumer Services58: 102288.
6.
BarnettCClokePClarkeN, et al. (2005) Consuming ethics: articulating the subjects and spaces of ethical consumption. Antipode37(1): 23–45.
7.
BaudrillardJ (1970) The Consumer Society: Myths and Structures. Sage: London.
BrownKWKasserT (2005) Are psychological and ecological well-being compatible? The role of values, mindfulness, and lifestyle. Social Indicators Research74(2): 349–368.
10.
ChanKWYimCKLamSS (2010) Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing74(3): 48–64.
11.
ChanRYWongYHLeungTK (2008) Applying ethical concepts to the study of “green” consumer behavior: an analysis of Chinese consumers’ intentions to bring their own shopping bags. Journal of Business Ethics79: 469–481.
12.
ChoYNThyroffARapertMI, et al. ((2013) To be or not to be green: exploring individualism and collectivism as antecedents of environmental behavior. Journal of Business Research66(8): 1052–1059.
13.
ChoiHJangJKandampullyJ (2015) Application of the extended VBN theory to understand consumers’ decisions about green hotels. International Journal of Hospitality Management51: 87–95.
14.
ClarkP (1987) Chinese cinema: Culture and politics since 1949. New York: Cambridge University Press.
15.
Corral-VerdugoVMireles-AcostaJFTapia-FonllemC, et al.(2011) Happiness as correlate of sustainable behavior: a study of pro-ecologial, frugal, equitable and altruistic actions that promote subjective wellbeing. Human Ecology Review 18(2): 95–104.
16.
CostiganRDInsingaRCBermanJJ, et al. (2006) The effect of employee trust of the supervisor on enterprising behavior: a cross-cultural comparison. Journal of Business and Psychology21: 273–291.
17.
CôtéSHouseJWillerR (2015) High economic inequality leads higher-income individuals to be less generous. Proceedings of the National Academy of Sciences112(52): 15838–15843.
18.
CuiHJFamKSZhaoTY, et al. (2020) How to save the wounded self: power distance belief’s moderation of self-identity threat and status-related consumption. Journal of Consumer Behaviour19(1): 3–12.
19.
CurtisMBConoverTLChuiLC (2012) A cross-cultural study of the influence of country of origin, justice, power distance, and gender on ethical decision-making. Journal of International Accounting Research11(1): 5–34.
20.
De YoungR (2000) New ways to promote pro-environmental behavior: expanding and evaluating motives for environmentally responsible behavior. Journal of Social Issues56(3): 509–526.
21.
DialloMFBen Dahmane MouelhiNGadekarM, et al. (2021) CSR Actions, brand value, and willingness to pay a premium price for luxury brands: does long-term orientation matter?Journal of Business Ethics169: 241–260.
22.
DijkstraTKHenselerJ (2015) Consistent partial least squares path modeling. MIS Quarterly39(2): 297–316.
23.
SwaidanZ (2012) Culture and consumer ethics. Journal of Business Ethics108: 201–213.
24.
EastmanJKGoldsmithREFlynnLR (1999) Status consumption in consumer behavior: scale development and validation. Journal of Marketing Theory and Practice7(3): 41–52.
25.
ElliottR (2013) The taste for green: the possibilities and dynamics of status differentiation through “green” consumption. Poetics41(3): 294–322.
26.
ErdoganNBarisE (2007) Environmental protection programs and conservation practices of hotels in Ankara, Turkey. Tourism Management28(2): 604–614.
27.
FornellCGLarckerDF (1981) Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research18(1): 39–50.
28.
GaoHWinterichKPZhangY (2016) All that glitters is not gold: how others’ status influences the effect of power distance belief on status consumption. Journal of Consumer Research43(2): 265–281.
29.
GhazaliIAbdul-RashidSHDawalSZ, et al. (2021) Green product preferences considering cultural influences: a comparison study between Malaysia and Indonesia. Management of Environmental Quality: An International Journal32(5): 1040–1063.
30.
GriskeviciusVTyburJMVan den BerghB (2010) Going green to be seen: status, reputation, and conspicuous conservation. Journal Of Personality And Social Psychology98(3): 392.
31.
HairJFJrBlackWCBabinBJ, et al. (2010) Multivariate Data Analysis: A Global Perspective. Upper Saddle River, NJ: Prentice Hall and Pearson.
32.
HairJFHultGTMRingleCM, et al. (2017) A Primer on Partial Least Squares Structural Equation Modeling. Thousand Oaks, CA: Sage.
33.
HairJFRisherJJSarstedtM, et al. (2019) When to use and how to report the results of PLS- SEM. European Business Review31(1): 2–24.
34.
HalderPHansenENKangasJ, et al. (2020) How national culture and ethics matter in consumers’ green consumption values. Journal of Cleaner Production265: 121754.
35.
HanH (2015) Travelers’ pro-environmental behavior in a green lodging context: converging value-belief-norm theory and the theory of planned behavior. Tourism Management47: 164–177.
36.
HanH (2020) Theory of green purchase behavior (TGPB): a new theory for sustainable consumption of green hotel and green restaurant products. Business Strategy and the Environment29(6): 2815–2828.
37.
HanHHwangJLeeMJ (2017) The value–belief–emotion–norm model: investigating customers’ eco-friendly behavior. Journal of Travel & Tourism Marketing34(5): 590–607.
38.
HayesAF (2013) Mediation, moderation, and conditional process analysis. Introduction To Mediation, Moderation, And Conditional Process Analysis: A Regression-Based Approach1: 20.
39.
HenselerJRingleCMSarstedtM (2015) A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science43(1): 115–135.
HofstedeG (1980) Culture and organizations. International Studies Of Management & Organization10(4): 15–41.
42.
HofstedeG (2001) Culture’s consequences: Comparing values, behaviors, institutions and organizations across nations. London.: Sage.
43.
HomerPMKahleLR (1988) A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology54(4): 638.
44.
HughesSBSanderJFHiggsSD, et al. (2009) The impact of cultural environment on entry- level auditors’ abilities to perform analytical procedures. Journal of International Accounting, Auditing and Taxation18(1): 29–43.
45.
HuntSDVitellS (1986) A general theory of marketing ethics. Journal of Macromarketing6(1): 5–16.
46.
HuntSDVitellSJ (2006) The general theory of marketing ethics: a revision and three questions. Journal of Macromarketing26(2): 143–153.
47.
HussainSHuangJ (2022) The impact of cultural values on green purchase intentions through ecological awareness and perceived consumer effectiveness: an empirical investigation. Frontiers in Environmental Science10: 1321.
48.
HustedBW (2005) Culture and ecology: a cross-national study of the determinants of environmental sustainability. Management International Review45(3): 349–371.
49.
JiangXDingZLiuR (2019) Can Chinese residential low-carbon consumption behavior intention be better explained? The role of cultural values. Natural Hazards95(1–2): 155–171.
50.
JohnstoneMLTanLP (2015) Exploring the gap between consumers’ green rhetoric and purchasing behaviour. Journal of Business Ethics132: 311–328.
51.
KahleLR (1980) Stimulus condition self-selection by males in the interaction of locus of control and skill–chance situations. Journal of Personality and Social Psychology38(1): 50–57.
52.
KautishPKhareASharmaR (2020) Values, sustainability consciousness and intentions for SDG endorsement. Marketing Intelligence & Planning38(7): 921–939.
53.
KimMJHallCM (2021) Do value-attitude-behavior and personality affect sustainability crowdfunding initiatives?Journal of Environmental Management280: 111827.
54.
KimMJHallCMKimDK (2020) Predicting environmentally friendly eating out behavior by value-attitude-behavior theory: does being vegetarian reduce food waste?Journal of Sustainable Tourism28(6): 797–815.
55.
KimYZhangY (2014) The impact of power-distance belief on consumers’ preference for status brands. Journal of Global Marketing27(1): 13–29.
56.
LalwaniAKForcumL (2016) Does a dollar get you a dollar’s worth of merchandise? The impact of power distance belief on price-quality judgments. Journal of Consumer Research43(2): 317–333.
57.
LeeCKReisingerYAhmadMS, et al. (2021) The influence of Hanok experience on tourists’ attitude and behavioral intention: an interplay between experiences and a Value-Attitude-Behavior model. Journal of Vacation Marketing27(4): 449–465.
58.
LeonidouLCLeonidouCNKvasovaO (2010) Antecedents and outcomes of consumer environmentally friendly attitudes and behavior. Journal of Marketing Management26(13–14): 1319–1344.
59.
LimWM (2017) Inside the sustainable consumption theoretical toolbox: critical concepts for sustainability, consumption, and marketing. Journal of Business Research78: 69–80.
60.
LinH (2020) Probing two-way moderation effects: a review of software to easily plot Johnson-Neyman figures. Structural Equation Modeling: A Multidisciplinary Journal27(3): 494–502.
61.
LuLCChangHHChangA (2015) Consumer personality and green buying intention: the mediate role of consumer ethical beliefs. Journal of Business Ethics127: 205–219.
62.
LuuTT (2022) Fostering green service innovation perceptions through green entrepreneurial orientation: the roles of employee green creativity and customer involvement. International Journal of Contemporary Hospitality Management34(7): 2640–2663.
63.
MajeedSZhouZLuC, et al. (2020) Online tourism information and tourist behavior: a structural equation modeling analysis based on a self-administered survey. Frontiers in Psychology11: 599.
64.
MasonRS (1992) Modeling the demand for status goods. Journal of Consumer Research12(3): 341–352.
65.
McCartyJAShrumLJ (2001) The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior. Journal of Public Policy & Marketing20(1): 93–104.
66.
MiLQiaoLXuT, et al. (2020) Promoting sustainable development: the impact of differences in cultural values on residents’ pro-environmental behaviors. Sustainable Development28(6): 1539–1553.
67.
MoraesCKerriganFMcCannR (2020) Positive shock: a consumer ethical judgement perspective. Journal of Business Ethics165: 735–751.
68.
MuncyJAVitellSJ (1992) Consumer ethics: an investigation of the ethical beliefs of the final consumer. Journal of Business Research24(4): 297–311.
69.
NevinsJLBeardenWOMoneyB (2007) Ethical values and long-term orientation. The Journal of Business Ethics71: 261–274.
70.
NguyenTNLoboAGreenlandS (2017) The influence of Vietnamese consumers’ altruistic values on their purchase of energy-efficient appliances. Asia Pacific Journal of Marketing and Logistics29(4): 759–777.
71.
NosratiSKimSLeungJ (2023) Moderating effects of cultural values on the relationship between individual values and pro-environmental behavior. Journal of Hospitality and Tourism Management57: 158–169.
72.
OysermanD (2006) High power, low power, and equality: culture beyond individualism and collectivism. Journal of Consumer Psychology16(4): 352–356.
73.
ParkSKimCParkJ (2023) How power distance belief, self-construal, and relationship norms impact conspicuous consumption. Journal of Retailing and Consumer Services75: 103518.
74.
PatelC (2003) Some cross-cultural evidence on whistle-blowing as an internal control mechanism. Journal of International Accounting Research2(1): 69–96.
75.
PavotWDienerE (1993) Review of the satisfaction with life scale. Psychological Assessment5(2): 164–172.
76.
PinerKEKahleLR (1984) Adapting to the stigmatizing label of mental illness: foregone but not forgotten. Journal of Personality and Social Psychology47(4): 805–811.
77.
PodsakoffPMMacKenzieSBPodsakoffNP (2012) Sources of method bias in social science research and recommendations on how to control it. Annual Review Of Psychology63: 539–569.
78.
RobertsJA (1995) Profiling levels of socially responsible consumer behavior: a cluster analytic approach and its implications for marketing. Journal of Marketing Theory and Practice3(4): 97–117.
79.
SamarasingheR (2012). The influence of cultural values and environmental attitudes on green consumer behaviour. The Journal of Behavioral Science7(1): 83–98.
80.
SarigöllüE (2009) A cross-country exploration of environmental attitudes. Environment and Behavior41(3): 365–386.
81.
SharmaP (2010) Measuring personal cultural orientations: scale development and validation. Journal of the Academy of Marketing Science38(6): 87–806.
82.
ShawDRiachK (2011) Embracing ethical fields: constructing consumption in the margins. European Journal of Marketing45(7/8): 1051–1067.
83.
ShimingDBurnettJ (2002) Energy use and management in hotels in Hong Kong. International Journal of Hospitality Management21(4): 371–380.
84.
SinghapakdiAKarandeKRaoCP, et al. (2001) How important are ethics and social responsibility? A multinational study of marketing professionals. European Journal of Marketing35(1/2): 133–153.
85.
SmithNC (1996). Ethics and the typology of customer values. Advances in Consumer Research,23, 148–153.
86.
SreenNPurbeySSadaranganiP (2018) Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services41: 177–189.
87.
StegLVlekC (2009) Encouraging pro-environmental behaviour: an integrative review and research agenda. Journal of Environmental Psychology29(3): 309–317.
88.
SternPC (2000) New environmental theories: toward a coherent theory of environmentally significant behavior. Journal of Social Issues56(3): 407–424.
89.
SunMTrudelR (2017). The effect of recycling versus trashing on consumption: theory and experimental evidence. Journal of Marketing Research54(2): 293–305.
90.
SunW (2020). Toward a theory of ethical consumer intention formation: re-extending the theory of planned behavior. AMS Review10(3–4): 260–278.
91.
Tapia-FonllemCCorral-VerdugoVFraijo-SingB, et al. (2013) Assessing sustainable behavior and its correlates: a measure of pro-ecological, frugal, altruistic and equitable actions. Sustainability5(2): 711–723.
92.
VermeirIVerbekeW (2006) Sustainable food consumption: exploring the consumer “attitude-behavioral intention” gap. Journal of Agricultural and Environmental Ethics19(2): 169–194.
93.
VitellSJ (2003) Consumer ethics research: review, synthesis and suggestions for the future. Journal Of Business Ethics43: 33–47.
94.
VitellSJSinghapakdiAThomasJ (2001) Consumer ethics: an application and empirical testing of the Hunt-Vitell theory of ethics. Journal of Consumer Marketing18(2): 153–178.
95.
WallaceLKCaoJTWangW (2022) A tale of two cultural values in Airbnb: long-term orientation and indulgence. Tourism Planning & Development19(1): 1–27.
96.
WangEKangN (2019) Does life satisfaction matter for pro-environmental behavior? Empirical evidence from China general social survey. Quality & Quantity53: 449–469.
97.
WangJJTorelliCJLalwaniAK (2020) The interactive effect of power distance belief and consumers’ status on preference for national (vs. Private-label) brands. Journal of Business Research107: 1–12.
98.
WangTZhongXWangY, et al. (2023) A broader social identity comes with stronger face consciousness: the effect of identity breadth on deviant tourist behavior among Chinese outbound tourists. Tourism Management94: 104629.
99.
WebsterFE (1975) Determining the characteristics of the socially conscious consumer. Journal of Consumer Research2: 188–196.
100.
WelschHKühlingJ (2011) Are pro-environmental consumption choices utility-maximizing? Evidence from subjective well-being data. Ecological Economics72: 75–87.
101.
WillsonEO (1984) Biophillia. Cambridge, MA: Havard University Press.
102.
WinterichKPZhangY (2014) Accepting inequality deters responsibility: how power distance decreases charitable behavior. Journal of Consumer Research41(2): 274–293.
103.
XuHBoltonLEWinterichKP (2021) How do consumers react to company moral transgressions? The role of power distance belief and empathy for victims. Journal of Consumer Research48(1): 77–101.
104.
YinJQianLSinghapakdiA (2018). Sharing sustainability: how values and ethics matter in consumers’ adoption of public bicycle-sharing scheme. Journal of Business Ethics149: 313–332.
105.
YooBDonthuN (2002) The effects of marketing education and individual cultural values on marketing ethics of students. Journal of Marketing Education24(2): 92–103.
106.
ZhaoWLeeYJ (2019). The moderating effects of status-consumption motive and age in the relationship between CSR advertising appeal type and purchase intentions. Journal of Promotion Management25(4): 520–540.
