Department of Communication Studies, Bahauddin Zakariya University, Multan 66000, Pakistan.
Endicott College of International Studies, Woosong University, Daejeon 34606, Korea.
Int J Environ Res Public Health. 2021 Jan 18;18(2):791. doi: 10.3390/ijerph18020791.
Plastic waste management has become a serious environmental and health concern owing to large amounts of plastic deposits globally. Recently, innovative and sustainable solutions have been introduced (e.g., bio-nanomaterial plastics) to overcome the growing environmental threats. Hence, green marketers need to develop effective advertising campaigns to enhance the usage of bio-nanomaterial plastics. Past literature has suggested that cultural value-laden advertising appeals can give sustainable behavioral cues to consumers. Hence, this research unfolds the underlying cultural dimensions between the value-laden eco-friendly advertising appeals and intention to use bio-nanomaterial plastics (henceforth IBP). The present study proposes a moderating model in which two dimensions presented in the Global Leadership and Organizational Behavior Effectiveness (henceforth GLOBE) framework interact with the individuals' perception of eco-friendly advertising appeals (henceforth IPEA) to drive bio-nanomaterial plastics usage. The model was tested by conducting an experimental study on a sample of 364 Pakistani consumers. Findings of structural equation modeling show a significant difference in the relationship between IPEA and IBP, which is moderated by the performance orientation (henceforth PO) and institutional collectivism (henceforth IC) dimensions with diverse intensity. These findings validate the effectiveness of PO and IC (as cultural dimensions) and eco-friendly advertisements that can potentially promote the consumption of bio-nanomaterials plastic.
由于全球大量的塑料沉积物，塑料废物管理已成为一个严重的环境和健康问题。最近，已经引入了创新和可持续的解决方案（例如，生物纳米材料塑料）来克服日益严重的环境威胁。因此，绿色营销人员需要制定有效的广告宣传活动来提高生物纳米材料塑料的使用。过去的文献表明，富含文化价值观的广告诉求可以为消费者提供可持续的行为线索。因此，本研究揭示了具有文化价值观的环保广告诉求与使用生物纳米材料塑料的意图（以下简称 IBP）之间的潜在文化维度。本研究提出了一个调节模型，其中 GLOBE 框架中呈现的两个维度与个体对环保广告诉求的感知（以下简称 IPEA）相互作用，以推动生物纳米材料塑料的使用。通过对 364 名巴基斯坦消费者进行的实验研究对模型进行了测试。结构方程模型的结果表明，IPEA 和 IBP 之间的关系存在显著差异，这种差异受到绩效导向（以下简称 PO）和制度集体主义（以下简称 IC）维度的不同强度的调节。这些发现验证了 PO 和 IC（作为文化维度）以及环保广告的有效性，这些可能会促进生物纳米材料塑料的消费。
