ANALYZING CONSUMERS’ PURCHASING DECISIONS THROUGH THE LENS OF HOFSTEDE'S CULTURAL DIMENSIONS AND THE THEORY OF PLANNED BEHAVIOR, INCORPORATING AWARENESS OF CONSEQUENCES AS A MODERATING CONSTRUCT
Abstract
Purpose – This study examines the influence of subjective norms, perceived behavioral control, long-term orientation, and uncertainty avoidance on consumer purchase decisions, incorporating purchase intention as a mediator and awareness of consequences as a moderator. The research extends the Theory of Planned Behavior (TPB) by integrating cultural dimensions and awareness constructs to provide a deeper understanding of purchase behavior in emerging markets.
Design/methodology/approach – Adopting a positivist philosophy, deductive reasoning, and a quantitative research strategy, data were collected via structured questionnaires from 350 consumers across five major urban centers in Pakistan using quota sampling. Structural equation modeling (SEM) with SmartPLS was employed to assess direct, mediating, and moderating effects.
Findings – Results confirm that all four cultural and psychological variables significantly influence purchase intention, which strongly predicts purchase decisions. Moreover, awareness of consequences enhances the intention–behavior linkage, reducing the gap between planned and actual consumer actions.
Originality/value – This study advances TPB by empirically demonstrating the joint role of cultural values and awareness in shaping consumer decision-making pathways in a developing country context.
Practical implications – Marketers should design interventions that enhance consumer control, communicate long-term benefits, and reduce perceived risk while incorporating awareness campaigns to increase purchase conversion rates. These strategies can align marketing messages with consumers’ cultural predispositions and cognitive drivers, thereby fostering stronger behavioral follow-through.
Keywords: Perceived behavioral control, consumer purchase decision, Long-term orientation, Uncertainty avoidance, Purchase intention, Awareness of consequences
