Customer motivations for sustainable consumption: Investigating the drivers of purchase behavior for a green‐luxury car
研究地位动机对绿色豪华汽车购买意向的影响，并发现物质主义及个人主义/集体主义文化价值观会调节这一关系，基于中国和德国507名宝马消费者的调查数据。
Abstract The purpose of the study is to investigate the effect of status motivation on customers' purchase intention of a green‐luxury car associated with owning a green‐luxury car, and whether materialism and horizontal–vertical individualism/collectivism moderate this relationship. The quantitative research methodology using online survey technique was used to collect cross‐cultural data from respondents (507) from China and Germany. Purposive sampling technique was used to identify and collect data from current and prospective customers of the BMW brand. Collected data were analyzed using structural equation modeling (SEM). The results demonstrated that materialism and cultural value (horizontal–vertical collectivism and vertical individualism) can serve as moderators of the effects of status motivation and purchase intention of the green‐luxury car. Although some studies have explored the factors involved in customer purchasing behaviour for green‐luxury products, our results theoretically and empirically show that materialism, vertical individualism, horizontal collectivism, and vertical collectivism enhance the positive effects of status motivation on customer purchasing behaviour for a green‐luxury car.