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This research examines the effect of individualistic and collectivistic values on the relationship between young consumers' social engagement and their responsible behavior. It also highlights the influence of sociodemographic factors on the relationship between social engagement and responsibl...
Gardado en:
| Auteurs principaux: | , |
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| Formato: | Article ou chapitre numérique |
| Idioma: | Français |
| Publicado: |
2025
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| Acceso en liña: | Accès Université d'Orléans et IFPM |
| Résumé: | This research examines the effect of individualistic and collectivistic values on the relationship between young consumers' social engagement and their responsible behavior. It also highlights the influence of sociodemographic factors on the relationship between social engagement and responsible behavior among young consumers. The study employs a mixed-methods approach, including an exploratory qualitative study and a quantitative study. The qualitative study identified the most popular brands among young people in Togo, while the quantitative study surveyed a sample of 837 young users of responsible brands aged 18 to 35 residing in Togo. The results show that individualistic values do not mediate the relationship between social engagement and responsible behavior. However, collectivistic values partially mediate this relationship. Among young consumers in Africa, particularly in Togo, collectivistic values, which underpin responsible consumption behavior, are not sufficiently ingrained in their behavior.The findings of this research have theoretical and managerial implications. |
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