Exploring the impacts of cultural factors at individual level on environmental value orientations: Insights from young Vietnamese consumers

The research examines the relationships between Hofstede's cultural dimensions at the individual level and the two environmental values, including biospheric and altruistic values, among young Vietnamese consumers. Hofstede's theory of cultural dimensions, the concept of biospheric and altruistic values, and research evidence from previous studies were utilised to propose the study hypotheses. Employing the Partial Least Squares-Structural Equation Modelling (PLS-SEM), this study analysed data from a sample of 299 respondents in Vietnam. Findings show that collectivism and long-term orientation positively influenced both biospheric values and altruistic values. In contrast, power distance had a negative impact on these two values. Uncertainty avoidance had a positive influence on altruistic values, but it did not have any effect on biospheric values. Diverging from other cultural dimensions, masculinity did not have a significant impact on either biospheric values or altruistic values. The observed association between cultural factors and environmental values could help policymakers and societal agents to frame environmental initiatives and campaigns that resonate with the prevalent cultural values of target audiences, potentially leading to more durable sustainability outcomes.