Hofstede's Model Research Articles

CULTURAL DIMENSIONS AND CONSUMER BEHAVIOR: CONSTRUCTING A PROBABILISTIC-VALUE MATRIX FOR ENHANCED MARKETING STRATEGIES

The relevance of studying cultural dimensions and their impact on consumer behavior is increasingly significant in a globalized world, where companies strive to adapt their marketing strategies to diverse cultural contexts. This article analyzes various authors’ perspectives on the influence of culture on consumer behavior, highlighting the lack of consensus in the literature, which underscores the complexity and diversity of factors affecting consumer decisions. The Hofstede model was chosen as the foundational framework due to its recognition as one of the most suitable for examining cultural dimensions’ influence on consumer behavior, encompassing six critical dimensions: Power Distance, Individualism vs. Collectivism, Masculinity vs. Femininity, Uncertainty Avoidance, Long-Term vs. Short-Term Orientation, and Indulgence vs. Restraint. It was determined that this model does not fully encompass all aspects of cultural differences. Hofstede’s model was enhanced with elements from Minkov and Hall’s models. The factors added include Monumentalism vs. Flexibility, reflecting cultural attitudes toward consistency versus adaptability, and High-Context vs. Low-Context Communication, differentiating cultures based on their communication styles and reliance on implicit or explicit messages. The article proposes a probabilistic-value matrix that reflects eight types of cultural dimensions and categorizes values into three groups. This framework enables a systematic assessment of how cultural dimensions influence consumer behavior by integrating cognitive, emotional, and behavioral components. This matrix serves as a valuable tool for optimizing marketing strategies, enabling companies to tailor their approaches in alignment with the cultural characteristics of their target audiences. By applying this structured approach, marketers can predict consumer responses, optimize product positioning, and adjust communication styles, ensuring relevance and resonance with consumer expectations. This work enriches theoretical perspectives on cultural segmentation and offers actionable insights for marketing practitioners. The study invites further exploration into the complexities of consumer behavior across various cultural contexts, paving the way for a deeper understanding of the dynamics at play in global markets.

THE IMPACT OF CULTURAL FACTORS ON CONSUMER BEHAVIOR: A HOLISTIC MODEL FOR ADAPTIVE MARKETING APPROACHES

The influence of cultural factors on consumer behavior is profound and encompasses a myriad of dimensions, ranging from fundamental cultural constructs, such as Hofstede's model, to specific components including language, religion, and material culture. In the face of globalization, which often promotes the homogenization of consumer preferences, cultural diversity remains a critical determinant in shaping brand perceptions and influencing purchasing decisions. This study delineates eight categories of cultural factors, encompassing values and beliefs, religious and moral principles, language and communication styles, material culture, aesthetics, education and knowledge systems, social institutions and organizations, as well as the dynamic interplay between globalization and local culture. These factors are systematically categorized into internal and external characteristics, underscoring the complex and multifaceted nature of cultural influences on the decision-making process. The research findings underscore the necessity for marketing strategies that are attuned to these cultural distinctions, thereby enhancing brand relevance across diverse markets. A nuanced understanding of these variances enables marketers to craft tailored approaches that resonate with consumers' cultural contexts, thereby optimizing engagement. To encapsulate the insights derived from this investigation, a theoretical framework illustrating the interrelations among the identified cultural factors influencing consumer behavior has been constructed. This comprehensive model offers a holistic perspective on how culture shapes consumer behavior, accentuating the intricate interconnections among various cultural elements. The findings indicate that marketing strategies must be inherently sensitive to cultural differences to effectively enhance brand relevance across multifarious markets. The insights garnered from this study contribute to the theoretical discourse on cultural influences in consumer behavior and pave the way for future research initiatives. An in-depth understanding of the dynamics of cultural diversity empowers organizations to formulate adaptive strategies that align with the expectations of diverse consumer segments. This strategic alignment not only fosters the development of more impactful marketing campaigns but also enhances brand loyalty and drives sales within the global marketplace.

Policy‐driven integrated reporting and integrated thinking: A cross‐country analysis

AbstractDrawing upon the institutional approach of legitimacy theory and Hofstede's cultural model, this study (a) examines the improvement of integrated thinking (IT) after applying integrated reporting (IR) policies, (b) compares the policy effects in policy‐driven adoption and voluntary adoption and (c) explores the cross‐country differences from the perspective of culture and policy convergence. We collect data from countries with corporate governance codes encouraging IR (i.e., Australia, Japan and Malaysia). We first use a difference‐in‐differences (DID) design to compare policy‐driven adoption with voluntary adoption in each country. Then, we use the treatment‐effect model to examine the influence of culture and policy convergence. The DID results indicate an increase in IT after applying IR policies, but the effect of IR policies on promoting IT is limited in policy‐driven adoption. The treatment effect model results show that power distance and uncertainty avoidance will promote IR adoption, and long‐term orientation and detailed guidance can mitigate the worse performance in policy‐driven adoption. Our suggestions may help countries adjust their IR policy to improve policy effectiveness based on different cultural settings. Furthermore, our study provides quantitative evidence of the relationship between policy‐driven IR and IT and innovative insights into the cross‐country analysis for further IR research.

Correlation Between Culture and Music Used in Advertising

Objective: The objective of this study was to find out if there is a correlation between a country’s culture and the type of music they use in their TV advertisements. Methods: We used the Hofstede model profiles for each of the five countries we selected for this study in order to determine if there is a correlation between each country’s profile (which represents its culture), and the music that was selected in each country’s advertising. Of the six dimensions in the Hofstede model, we chose to focus on three dimensions for the purpose of this study. The three dimensions we used are individualism/collectivism, masculinity, and uncertainty avoidance. We analyzed the music by using Spotify’s Web API tool, which gave us three values: energy, danceability, and valence. We chose those values from Spotify since they are well-suited to be linked to the Hofstede dimensions that we are investigating here. Individualism/collectivism (from Hofstede’s culture model) is associated with danceability (from Spotify’s music tool); masculinity (from Hofstede’s culture model) is associated with energy (from Spotify’s music tool), and uncertainty avoidance (from Hofstede’s culture model) is associated with valence (from Spotify’s music tool). Results: The USA has a medium-high country/song coherence value (321) and a low-medium commercial/song coherence value (492). India has a high country/song coherence value (251) and a low-medium commercial/song coherence value (446). The Netherlands has a low country/song coherence value (548) and a low commercial/song coherence value (512). Japan has a high country/song coherence value (227) and a medium-high commercial/song coherence value (392). Singapore has a medium-high country/song coherence value (342) and a low commercial/song coherence value (529). Conclusion: We have found that there is correlation between a country’s culture and the type of music they use in their TV advertisements in countries with Eastern culture such as India and Japan but not in countries with Western culture such as the US, The Netherlands, and Singapore.

Exploring the Keys to Successful Cross-cultural Partnerships: Uncovering the Essential Components that Enhance or Hinder Fruitful Joint Ventures and Collaborations Between Entrepreneurs from the Uk and India

In the past few years, there has been a big rise in the number of relationships and agreements between businesses in India and the UK. But the results of these cross-cultural projects are very different. Some are huge successes, while others have a hard time. The purpose of this study paper is to find the cultural factors that affect the behaviour and productivity of business ties between the UK and India in a good or bad way. The first part of the paper sheds light on well-known cultural aspects theories, like Hofstede's model, to look at and compare the core values of Indian and UK cultures. It is made clear how the two countries' cultural values are very different. A qualitative exploratory research methodology was employed. Secondary research was conducted analysing scholarly literature on cross-cultural management, cultural dimensions theories, and case studies of real-life UK-India partnerships. What should be done is suggested based on the results. To have long-lasting partnerships with people from other countries, they need to learn about each other's cultures by getting to know each other, being open and flexible, and always learning. The study's result is that companies can do well in different countries by overcoming the challenges that come with their differences and working to be culturally competent.

Measuring sociocultural characteristics according to the six indicators of the Hofstede model: testing the toolkit for calculating values at the individual level

The study is devoted to the adaptation and testing in Russian conditions of the internationally recognised toolkit for measuring the values of socio-cultural characteristics according to the Hofstede model at the individual level. The results of approbation on the basis of a sociological study of the Arctic territories of the Republic of Karelia (n=1042) conducted in 2023 were presented. The territorial specificity of the values of socio-cultural characteristics of individuals according to the Hofstede model was determined, as well as their expression in the context of social groups (in particular, gender). The greatest differences can be traced for the indicator "masculinity", and the minimum differences for the indicator "collectivism". The relevance of the model of cultural indicators was checked and the convergence of measurements was assessed. The techniques of factor analysis by principal component analysis (PCA), multidimensional scaling (ALSCAL), and hierarchical cluster analysis were applied. The quality of factor analysis was checked on the basis of Bartlett sphericity criterion values and Kaiser-Meyer-Olkin statistics of the sampling adequacy measure. Also, to check the reliability of the tools used, the results of the authors and the developers of the methodology were compared using the Cronbach's alpha coefficient (α). The obtained values of the coefficient indicate high reliability of the used toolkit, as well as confirm the preservation of the scales' measuring ability after translation for five indicators out of six. For the sixth indicator, "long-term goal-setting", it is reasonable to adjust the translation of the questions based on the relatively lower Cronbach's alpha coefficient (α). Nomological validity analysis confirmed the relevance of the presented tool. This allows us to speak about the achievement of the research goal and successful adaptation and validation of the actual toolkit for calculating the values of sociocultural characteristics according to Hofstede model at the level of individuals in the conditions of Russia. The applied scales are characterised by high reliability and validity. The prospect of further research is to expand the geography of the toolkit application and to compile an ethnometric database of the regions of AZRF on the values of socio-cultural characteristics according to the Hofstede model measured at the level of individuals, to analyse the patterns of spatial differentiation of indicators, as well as to study the aspects of influence within the triad "space - socio-cultural specifics of individuals - reproduction of human capital”.

Employees’ information security awareness (ISA) in public organisations: insights from cross-cultural studies in Sweden, France, and Tunisia

ABSTRACT The dominance of national culture in organisational environments has been widely acknowledged. This study aims to explore the impact of national culture on information security awareness by examining cultural characteristics in the public sector. Drawing on Hofstede's model, a literature review was conducted to analyze existing knowledge and identify cultural traits in selected countries. Empirical data were collected through semi-structured interviews conducted in Sweden, France, and Tunisia. The data were analyzed using the Human Aspects of Information Security (HAIS) model, revealing distinct patterns and emphasising the role of culture in shaping behaviours. The findings underscore the importance of involving Swedish employees in the policy design process to effectively enhance information security awareness. For French employees, it was found that learning from past experiences and respecting hierarchical structures are crucial factors in raising awareness. Conversely, in Tunisia, information security initiatives should take into account the social and relational aspects to promote awareness effectively. These insights provide valuable guidance to managers in multinational organisations, enabling them to comprehend the underlying forces and dynamics in countries with similar characteristics.

Kulturalne dimenzije bezbednih gradova

The subject of this paper is the examination of the connection between national cultural characteristics and urban safety, i.e. the safest cities, rated as such according to the Safe City Index. Namely, cultural differences determine the different functioning of states in many fields, so academic literature on urban security often investigates whether and in what way cultural variables reflect on the resilience of cities, urban planning, urban development, etc. The theoretical basis of the paper is the theory of cultural dimensions, developed by Geert Hofstede. Therefore, this paper aims to determine whether and to what extent the dimensions of national culture, according to Hofstede, are present in the safety plans of the safest cities according to the Safe City Index and whether the high level of urban safety of the examined cities, also implies the similarity of the national cultures of the countries in which they are located. In the methodological sense, the paper is based on a content analysis respectively qualitative analysis of the safety plans of three selected cities - Toronto, Sydney and Barcelona. The selection was made on whether the highly ranked cities have a safety plan or strategy to make a comparison possible and whether there are findings about the cultural characteristics of the countries in which these cities are located, i.e. whether they are included in Hofstede's research. The analysis showed that similar cultural characteristics characterize the safest cities. Namely, these documents are characterized by inclusiveness, civil participation, and predominantly collectivist orientation, as well as focus on citizens' quality of life. At the same time, the identified cultural dimensions in their safety plans are similar to the established national cultural characteristics, according to Hofstede, for the countries where the given cities are located. Of course, cultural factors are only one of many that should be considered when studying urban safety. Still, there is no doubt that approaches of different societies to risk, uncertainty, prevention, safety and quality of life, are largely culturally determined. Although Hofstede's theory also has limitations, there are undoubtedly many reasons for studying urban safety through the prism of cultural values, considering the potential of Hofstede's model and the theoretical implications that can be reached.

Analyzing the Relationship Between Cultural Dimensions and Educational Performance using Hofstede model and PISA Data

Analyzing the Relationship Between Cultural Dimensions and Educational Performance using Hofstede model and PISA Data

Consumer Behavior and Cultural Factors in Social Media: A Cross-Cultural Comparative Study

In the digital age, social media has become a transformative force, reshaping consumer interactions with products, brands, and services. This essay delves into the intricate interplay between cultural factors and consumer behavior within the realm of social media, focusing on a cross-cultural comparative study between Japan and the United States. The study explores consumer behavior through the lens of psychological, social, and cultural influences. It investigates how psychological aspects like motivation and attitudes, as well as social factors such as family and reference groups, are intertwined with cultural dimensions to shape consumer preferences. This essay employs a comparative approach, focusing on Japan and the United States as distinct cultural contexts. By applying Hofstede's cultural dimensions model, it dissects differences in individualism, power distance, masculinity-femininity, long-term orientation, uncertainty avoidance, and indulgence-restraint. The findings reveal significant disparities in consumer behavior on social media between these two nations. Cultural factors profoundly impact user engagement, content resonance, and purchasing decisions on social media platforms. This study underscores the indispensable role of cultural factors in molding consumer behavior in the digital age. Understanding and adapting to cultural nuances are imperative for marketers seeking to effectively engage and influence diverse global audiences through social media channels.

Poszukiwanie sposobów ujawnienia zachowań nabywczych konsumentów na rynku Kataru

Purpose: The purpose of the study is to look for ways to reveal the purchasing behavior of consumers in Qatar. Design/Methodology/Approach: The study begins with a literature search on the subject. Some of the theories regarding the determinants of consumer purchasing behavior that are universal across cultures are specified. Then, an analysis of the cultural conditions of the Qatari market was carried out using Hofstede’s model. In the next step information from international literature on consumer behavior in Qatar was collected, analyzed and summarized. The information from the literature research was compiled and compared with the results of the analysis using the Hofstede model. Findings: The results of research on purchasing behavior in Qatari culture, both using the Hofstede method and literature analysis, overlap to a large extent. However, there are some discrepancies described in the article. Research limitations/Implications: The availability of literature on consumer behavior in Qatar is limited, with particularly few recent works produced after the COVID-19 pandemic. Therefore only literature in Polish and English was examined. Items published in other languages, e.g. Arabic, could not be examined, which limits the scope of the study. Additionally, the analyzed literature items differed in their representativeness due to methodological diversity and differences in the selection of research samples due to demographic and social characteristics. Originality/Value: The article contributes to the development of science by enriching the available knowledge in the field of consumer behavior in the Qatari market.

Examining financial literacy and the financial aspects of Hofstede's four-factor culture model in Hungary

The paper examines the financial culture and the use of financial knowledge of the Hungarian population based on Hofstede’s four-factor cultural dimension theory. Three research questions (financial application of Hofstede’s cultural model, testing it among the Hungarian population, and examining the relationship between financial knowledge and application) were investigated using a questionnaire-based quantitative research method on a representative sample. To answer the research questions, variables were grouped using principal component analysis, cluster analysis was performed to typify the population, and correlation analysis was carried out for financial knowledge and application. Based on the study, we recommended that financial education is important. A limitation of the study is that it is not representative in terms of educational attainment, but it is suitable for describing the financial characteristics of the Hungarian population. The study found that the Hungarian population can be characterized by applying Hofstede’s cultural model of finance. A significant part of the population holds collectivist views. It is also important to note that financial self-confidence and success orientation are not related to financial knowledge and its successful application.

Cultural differences in the measurement of self-curiosity within Mexico: a person-centered and variable-centered study.

Background: This study assessed the role of culture in the measurement of the Self-Curiosity Attitude-Interest scale (SCAI-M), a measure of attitude and interest in increasing one's knowledge of self, adopting both a person-centered and variable-centered approach. Methods: The study was conducted on a Mexican sample composed of 484 adult participants who completed both the SCAI-M and a series of instruments that measure cultural dimensions through Qualtrix. Data were collected between November 9, to December 18, 2020, and respondents were contacted using advertisements on social media platforms (Facebook and WhatsApp). Analyses included multigroup confirmatory factor analysis and latent profile analysis. Results: A latent profile analysis allowed for the generation of three groups featuring distinct cultural orientations that were similar to previously found cultural profiles (Consensus-oriented Egalitarians, Flexible Individualists, and Rules-based Competitors). Multigroup Confirmative Factor Analysis showed partial metric and scalar invariance for the SCAI-M between groups; moreover, we found proofs of convergent validity with other cultural dimensions besides the ones linked with the Hofstede model. Our results indicate that cultural profiles and cultural variables are associated with both the level and meaning of self-curiosity among Mexican citizens. Conclusions: Finally, the discussion includes considerations on self-curiosity divergence among minority cultures and relevant clinical applications; a field for which we propose future research.

When opposites attract—Impact of cultural distance and polarised success in the future of economic unions

Aggregations between nations may be originated from many reasons: military, political, religious and especially economic. Basing ourselves on neoclassical economic theory and identity theory (i.e. local versus global), the aim of this research is to focus on international economic unions. Thus, we consider as economic polarizations, to investigate the levels of cultural homogeneity within the single polarization, to verify: i) whether in the single aggregation there is, in addition to economic harmonization, also cultural homogeneity and ii), if cultural homogeneity goes hand in hand with the economic success of the aggregation, with the help of Hofstede Model on 5 international economic unions. We also determine the crucial weight of cultural heterogeneity on the success of economic unions. The results also offer relevant theoretical and managerial implications for future aggregations.

Cross-country determinants of citizens' e-government reuse intention: empirical evidence from Kuwait and Poland

PurposeDespite the major information technology investments made by public institutions, the reuse of e-government services remains an issue as citizens hesitate to use e-government websites regularly. The purpose of this study is to investigate the cross-country determinants of e-government reuse intention by proposing a theoretical model that integrates constructs from (1) the Delone and McLean IS success model (i.e. system quality, service quality, information quality, perceived value and user satisfaction); (2) the trust and risk models (i.e. citizen trust, overall risk, time risk, privacy risk and psychological risks); and (3) Hofstede's cultural model (i.e. uncertainty avoidance, masculinity, individualism and cross-cultural trust and risk).Design/methodology/approachBased on data from interviews with 81 Kuwaiti citizens and surveys of 1,829 Kuwaiti and Polish citizens, this study conducted comprehensive, cross-cultural and comparative analyses of e-government reuse intention in a cross-country setting.FindingsThe results show that trust is positively associated with citizens' intention to reuse e-government services, whereas risk is negatively associated with citizens' perceived value. This study also found that masculinity–femininity and uncertainty avoidance are positively associated with the intention to reuse e-government services and that individualism–collectivism has no significant relationship with reuse intention. This study's findings have important implications for researchers and practitioners seeking to understand and improve e-government success in cross-country settings.Originality/valueThis study developed a parsimonious model of quality, trust, risk, culture and technology reuse that captures country-specific cultural contexts and enables us to conduct a comprehensive, cross-cultural and comparative analysis of e-government reuse intention in the cross-country setting of Kuwait and Poland.

The influence of cultural and religious factors on cross-national variations in the prevalence of chronic back and neck pain: an analysis of data from the global burden of disease 2019 study.

Low back pain and neck pain are among the most commonly reported forms of chronic pain worldwide, and are associated with significant distress, disability and impairment in quality of life. Though these categories of pain can be analyzed and treated from a biomedical perspective, there is evidence that they are both related to psychological variables such as depression and anxiety. The experience of pain can be significantly influenced by cultural values. For example, cultural beliefs and attitudes can influence the meaning attached to the experience of pain, the responses of others to a sufferer's pain, and the likelihood of seeking medical care for particular symptoms. Likewise, religious beliefs and practices can influence the both experience of pain and the responses to it. These factors have also been associated with variations in the severity of depression and anxiety. In the current study, data on the estimated national prevalence of both low back pain and neck pain, obtained from the 2019 Global Burden of Disease Study (GBD 2019), is analyzed in relation to cross-national variations in cultural values, as measured using Hofstede's model (n =115 countries) and in religious belief and practice, based on the most recent Pew Research Center survey (n = 105 countries). To address possible confounding factors, these analyses were adjusted for variables known to be associated with chronic low back or neck pain, namely smoking, alcohol use, obesity, anxiety, depression and insufficient physical activity. It was found that the cultural dimensions of Power Distance and Collectivism were inversely correlated with the prevalence of chronic low back pain, and Uncertainty Avoidance was inversely correlated with the prevalence of chronic neck pain, even after adjustment for potential confounders. Measures of religious affiliation and practice were negatively correlated with the prevalence of both conditions, but these associations were not significant after adjusting for cultural values and confounders. These results highlight the existence of meaningful cross-cultural variations in the occurrence of common forms of chronic musculoskeletal pain. Psychological and social factors that could account for these variations are reviewed, along with their implications for the holistic management of patients with these disorders.

Students from humanities and human sciences are basically the same aren’t they? Cultural factors affecting entrepreneurship in Iran

In a third-generation university, concepts of creativity, innovation and entrepreneurship, help link the university with industry and society. These concepts, however, have not been uniformly distributed across all university disciplines. This paper, reviews the characteristics of a third-generation university, focusing on the capabilities of the humanities faculties to address the challenges and barriers of entrepreneurship. Identification of these notions is important for the development of the humanities in academic entrepreneurship. This research was conducted among 80 Iranian humanities entrepreneurs, using the Hofstede Model of National Culture and Entrepreneurial Tendency and Action questionnaires as data collection tools. Entrepreneurial tendency among those in the human sciences disciplines was greater than those in the humanities. Short-term orientation was only influential in the humanities group. However, individualism–collectivism and short-term orientation were influential to entrepreneurial tendency in both disciplines. While the power distance (high) was influential to entrepreneurial tendency in the humanities. The findings of this study showed significant entrepreneurial tendency differences between students from the humanities and human sciences. The findings also show that entrepreneurial tendency in the humanities is mostly influenced by cultural factors. This research has provided invaluable knowledge of the entrepreneurial differences from a cultural perspective in the third-generation university.

Regulation of the accounting profession in the context of the cultural dimensions of G. Hofstede

Research objective: The aim of the article is to analyze and identify the relationship between the factors of G. Hofstede's cultural model and the method of regulating access to the accounting profession in the surveyed European countries. For the purposes of the study, the thesis was adopted that countries with a system of external regulation or a system of self-regulation with external control will be characterized by: 1) A large distance to power; 2) A high level of individualism; 3) A low level of masculinity (femininity); 4) A high degree of avoidance of uncertainty; 5) A low degree of long-term orientation; 6) A low level of indulgence.
 In the context of dilemmas regarding the potential method of regulating the accounting profession in Poland, the cultural conditions of this country were also examined in order to position them in comparison to other countries with a system of external regulations or self-regulation with external supervision.
 Methodology: For the purposes of the article, the desk reaserch method, literature studies and analysis of the content of legal provisions and other regulations regarding the principles of practicing the accounting profession in selected European countries were used.
 Main conclusions: The results of the study allowed to conclude that countries applying external regulations or self-regulation with external supervision are characterized by a specific palette of common cultural factors according to the G. Hofstede model. In particular, the thesis that countries applying external regulation or self-regulation with external supervision of access to the accounting profession are characterized by a relatively high degree of avoidance of uncertainty and distance from power and a relatively lower degree of masculinity compared to countries based on self-regulatory mechanisms of the accounting profession proved to be true. The least important feature for the tendency to regulate the accounting profession is the feature of long-term orientation. The remaining factors - low levels of individualism and low levels of indulgence - have a moderate impact on the tendency to establish strict regulations of the accounting profession.
 Application of the study: The results of the study allow to assess the adequacy of specific regulatory solutions in the field of the accounting profession and accounting itself and to predict and assess accounting behavior originating from specific cultural circles in the context of globalization. In practical terms, they are part of the ongoing discussion undertaken by the Ministry of Finance in Poland and the accounting community in Poland in 2022 on the return to regulation of the accounting profession in the country.
 Originality/Novelty of the study: The research carried out in this article is a pilot study. They were aimed at preliminary verification of the truth of the thesis that there is a relationship between the cultural characteristics of selected countries and the way in which access to the accounting profession is regulated in them. The obtained research results contributed to reducing the identified research gap in this area. The undertaken research problem has the potential for further in-depth research, covering a larger number of countries, but also the study of multi-stage relationships between cultural features and the way the accounting profession is established in the world.

The Influence of Cultural Factors on Choosing Low-Emission Passenger Cars

The decrease in greenhouse gas emissions by passenger cars is one of the key factors for climate protection measures. Besides EU strategies for low-emission mobility, policy makers must consider the behavioural factors of buyers. This study aims to cover this gap by investigating the relation between the national cultural dimensions (Hofstede model) and car adoption by fuel type in EU countries. This could help car sellers to find better solutions for advertising cars with medium and low greenhouse gas emissions. To find better ways to increase the usage of medium- and low-emission cars using targeted advertising, correlations and a multiple regression analysis were used. The results show that the consumer preference for one type of fuel is correlated with at least one of Hofstede’s six cultural dimensions: the power distance index; individualism versus collectivism; masculinity versus femininity; the uncertainty avoidance index; long-term orientation versus short-term normative orientation; indulgence versus restraint. The major conclusion of the study underlines that, with increases in the individualism versus collectivism and indulgence versus restraint scores, the usage of low- and medium-emission cars also increases, and with the increase in the power distance and uncertainty avoidance index, the usage of low- and medium emission cars decreases. At the same time, the driving preference for low- and medium-emission vehicles decreases with the tendency towards collectivism and restraint of EU countries.

Beyond Hofstede Dimension Model: A New Cultural Dimension of Context Culture

With significant political and economic changes over the decades, the limitations of Hofstede's cultural difference dimension model have been heated debated. The purpose of this research is to explore the levels of context culture among people in China of different ages and genders and whether context culture should be considered as part of the cultural dimension. The respondents were 385 people aged 20 to 40 in China, and the study was quantitative, using independent sample tests to answer research questions. This research shows that China is a high context culture country, and the women have higher context culture than men. In addition, context culture differs significantly in age groups, and the level of context culture increases with age. Therefore, context culture can be considered as a new cultural dimension, and it is also suggested to add this new dimension to Hofstede's cultural dimensions model to examine culture more comprehensively.