The impact of cultural values dimensions on consumer behaviour: The case of employees from a University of Technology

Abstract

This study examines how the perceptions of cultural values impact the consumer behaviour of employees at the University of Technology. Cultural values play a significant role in people’s lives, influencing their behaviour and decision-making processes, including their choices in speciality products. Cultural norms and values influence consumption patterns, as culture shapes individuals’ wants and behaviours. Different consumers are influenced by their own cultural backgrounds, resulting in variations in consumption patterns. Factors such as age, lifestyle, values, and norms contribute to cultural differences in consumer behaviour. Cultures that prioritize youth tend to embrace liberalism and individualism, which can lead to high productivity in the workplace and increased consumer spending. The study adopts a quantitative, descriptive, and cross-sectional approach. Data will be collected using a self-administered questionnaire from 300 staff members at the University of Technology. The respondents will be selected using a probability sampling technique called stratified sampling. The collected data will be analyzed using a structural equation model. The findings of this study will contribute to the existing literature on cultural values and consumer behaviour. Additionally, the study aims to develop a cultural values and consumer behaviour model specifically for speciality products.