The influences of cultural values on consumers' green purchase intention in emerging markets: an evidence from South Korea and Vietnam.

This study examined the effect of culture on customers' green purchase intention from two emerging countries, South Korea and Vietnam. Through a set of structural relations and observations of 558 consumers, the results affirm the significant role of cultural values (collectivism, long-term orientation, man-nature orientation) in enhancing green purchase intention and clarify the different impact levels of culture on consumers' green purchase intention in each observed country. This study enriches the literature on the role of culture in consumers' green intention, thereby offering important implications for policymakers and stakeholders. [ABSTRACT FROM AUTHOR]