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International Journal of Innovation and Applied Studies
ISSN: 2028-9324     CODEN: IJIABO     OCLC Number: 828807274     ZDB-ID: 2703985-7
 
 
Sunday 27 September 2020

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In Press: The Influence of Cultural Values and Social Responsible Consumer Behavior: A Case Study of Moroccans Consumers



                 

Salwa Mkik1 and Maroune Mkik2

1 Mohamed V University, Rabat, Morocco
2 Mohamed V University, Rabat, Morocco

Original language: English

Received 8 June 2020

Copyright © 2020 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract


The culture value a person is born into goes a long way toward determining that individual's behavior beliefs, patterns. Culture is defined as a shared set of beliefs or practices or among a group of people in a particular place and time. Analysts, marketers and consumers themselves use an awareness of culture value to learn why and how consumers in a specific culture behave the way they do. Indeed, Marketers and analysts spend a great deal of time and money studying the influence of culture value on consumer green behavior. This is particularly true for multinational firms that have customers from a various series of cultural backgrounds. A strong marketing strategy in one culture might be offensive or even unappealing, to members of another culture. Marketers cater to specific cultural behaviors by offering divers versions of the same product that are tailored to appeal to the target public. This research investigates the effect of Moroccan consumer’s cultural values on green consumer behavior.

Author Keywords: responsible consumer behavior, cultural values, consumers perceptions, structural equation modeling.