| The first purpose of this study is to examine how customers' intentions to purchase a green-luxury car is impacted by the altruism value and if this impact is mediated by the status motivation.The second purpose of this study is to examine how customers' intentions to purchase a green-luxury car is impacted by the status motivation and if this impact is moderated by the materialism,its dimension(happiness,social recognition and uniqueness)and culture variables of horizontal individualism,vertical individualism,horizontal collectivism and vertical collectivism(based on a four-country sample of the Pakistan,China,Germany and France).We build the current study on the effort of Griskevicius,Tybur,and Bergh(2010)by exhibiting that preferring a green-luxury car over a non-green-luxury car may be a way for customers to exemplify status.A quantitative research methodology using online survey technique was used to collect cross-cultural data from respondents(896)from Pakistan,China,Germany and France.Moreover,purposive sampling technique was used to identify and collect data from current and prospective customers of BMW brand.We utilised the self-administrated approach through online survey approach to collect data from Pakistan and Chinese respondents.Whereas,to collect data from Germans and French respondents,we got the help of our friends who are currently living in Germany and France.Originally,a three-page online survey was prepared in the English language.To collect data from Pakistani,German and French respondents,we used the original English version questionnaire,as the people's understanding of the English language in these countries is good.However,to tape Chinese respondents' responses,then the survey was translated into the Chinese language.The luxury product that we chose is a BMW sports car.As our study involves luxury product,we therefore,tried to focus on potential luxury customers belonging to high-income group.A threepage survey instrument was designed in online format.Analyses were conducted using Statistical Package for Social Science(SPSS)Version-17 and AMOS version-17 by Following Arbuckle(2006)and Anderson and Gerbing's(1988)two-stage testing procedure.The current study results confirm that the altruism value is positively and significantly related with status motivation associated with owning a green-luxury car.Moreover,results also confirm that one's motivation for status and one's intention to purchase green-luxury sports car is significantly and positively related.However,altruism value do not positively and significantly related with consumers' intention to purchase green-luxury sports cars.Based on the results,status motivation fully mediated the relationship between altruism value and purchase intention.Moreover,our results highlighted that the association between motivation for status and intention to purchase a green-luxury car was stronger for those consumers who are more materialistic than those who are less materialistic.In the same way,the happiness and social recognition dimensions(from Sirgy,Atay,and Webb et al.'s(2012)subscales dimensions for materialism: happiness,social recognition,and uniqueness)had no moderating impact between the relationship of status motivation and intention to purchase a green-luxury car.While we only find the support for the uniqueness dimension of materialism that successfully played a moderating role in between the relationship of status motivation associated with owning a green-luxury car and purchase intention for a green-luxury car.Finally,we find the partial support that intention to purchase a greenluxury car is impacted positively by the status motivation for more horizontal collectivist,vertical collectivist as well as for vertical individualist than horizontal individualist.The current study results highlight that motivation for status attached with owning a green-luxury car can attract those customers with high altruism value than those with low altruism value to purchase greenluxury cars.This suggest to marketing managers and advertising agencies deals with green-luxury brands to highlight the concept of prosociality in green luxury brands advertising,and how an individual prosociality can adds to his/ her status associated with owning a green-luxury car. |
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