The moderating role of Hofstede’s cultural dimensions on consumer purchasing of organic food.

Abstract

Consumers’ cultural values influence their decision-making, and these values are captured in Hofstede’s six cultural dimensions. Culture is important in the food context in India but has been relatively neglected in research. Further, the moderating effect of Hofstede’s newest cultural dimension (Indulgence vs Restraint) is under-researched, especially for organic food. The aim of this study was to examine the moderating effects of Hofstede’s six cultural dimensions on the relationship between organic food purchase intention and purchase behavior. Data from 401 students in North India were collected through online surveys. Results revealed that three cultural dimensions (Uncertainty avoidance, Long-term orientation, and Indulgence) significantly moderated the effects of organic food purchase intention on organic food purchase behavior, while three others (Power distance, Collectivism, and Masculinity) did not. The results have implications for organic food producers and marketers, who need to be aware of cultural characteristics when targeting consumer markets.