Cultural Values Such as Individualism or Collectivism No Longer Make Sense

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As a collective compass, cultural and social values provide shared meanings that guide behavior, shaping how we perceive and interact with the world. They are a crucial factor in understanding sustainable consumption, often discussed in two aspects: enhancing or hindering sustainable consumption.

Traditional views on individualism and collectivism

It has been highlighted that the construction of individualism-collectivism depicts the difference between the common cultural orientations that emphasize the significance of an individual versus those that underscore the group's harmony. In consumer behavior, self-concept influences impulsive or symbolic behavior, with independent individuals (individualists) tending towards impulsive consumption and interdependent individuals (collectivists) leaning towards symbolic consumption.

Collectivist cultures, with their emphasis on communal well-being and cooperation, have long been seen as champions of sustainable consumption. Their consideration of the broader impact of consumption decisions on the community and natural environment is an inspiring model for all.

Self-concept and materialistic tendencies

Another study dedicated to the quality of life highlighted a significant difference in self-concept between Westerners and Asians. Westerners often focus on the personal self, defining themselves by unique traits (independent/individualists), while Asians prioritize the social self and interpersonal relationships (interdependent/collectivists). This research argues that individualists may exhibit higher materialistic tendencies, valuing material possessions and their acquisition. Values prioritizing materialism and short-term gains impede sustainable consumption, while environmental protection and social responsibility promote pro-sustainability attitudes and behaviors.

Consequently, individualists might be more actively involved in shopping and could potentially overspend, attaching importance to the social status and image portrayed by possessions. Academics agree that values such as collectivism and social support help promote a self-sufficient lifestyle.

Collectivists are better at managing impulses

A cross-country survey of consumers in Australia, the United States, Hong Kong, Singapore, and Malaysia conducted by Kacen and Lee confirmed the significant influence of regional factors (individualism-collectivism) and individual cultural differences (independent-interdependent self-concept) in shaping impulsive purchasing behavior. Unexpectedly, affective feelings played a greater role in the impulsive buying behavior of Asians compared to Caucasians.

Researchers conclude that, while collectivists possess the same impulsiveness trait as individualists, they restrain this impulse and align their actions with cultural norms. This alignment, driven by cultural norms, results in reduced impulsive buying behavior, underscoring the intricate dynamics of consumer behavior.

Fresh research reveals intriguing data

However, Hoffman et al. revealed that consumers with strong interdependent self-concepts (collectivists) have more positive attitudes toward social media posts, and smiling endorsers boost attitudes, sharing, word of mouth, and purchase intention.

This confirmed a stronger community influence on consumer behavior, including impulsive purchases resulting from social relations and social media influence. As such, impulsive buying behavior could be well promoted via community, friends, family, or social media.

Following this way of thinking, researchers included only collectivism in their theoretical model as a potential cultural driver of impulsive buying behavior, with evidence that collectivism is more powerful than individualism in spurring impulsive buying behavior.?

They pointed out that individuals from collectivistic societies are more prone to impulsive buying behavior than those from individualistic societies, with collectivistic consumers finding contentment in purchases made with important individuals like friends or family. They referred to a report showing that 68% of online purchases in collectivist China are impulsive.

Traditionally regarded as a dominant value embedded within Western culture, materialism became increasingly influential in Eastern emerging economies, particularly China and India.

Both countries are leaders in terms of population size with a huge gap from others.

Global phenomenon approach

As such, materialism drives economic growth as a global phenomenon where cultural values such as individualism or collectivism no longer make sense.

We acknowledge and emphasize the importance of understanding the role of cultural and social values in sustainable consumption.

However, further research is required to clarify the impact of cultural values on overconsumption, especially concerning social norms and influence, which seem to exert a more significant effect.

At this point, it is essential to recognize the lack of a defined change target from a cultural values perspective.

It is suggested that we all, as a global humanity, will need to make lifestyle adjustments to achieve better sustainable life outcomes.

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