This study aims to synthesize prior research to provide a comprehensive understanding of how each cultural orientation impacts organic product purchases.
This study employs a systematic literature review to evaluate the relationship between cultural orientations and organic product purchases.
Prior research generally agrees on the direct effects of individualism/collectivism, temporal orientation, motivation toward achievement and success and indulgence/restraint. However, findings regarding the influence of power distance and uncertainty avoidance remain inconsistent.
By reviewing existing literature, this study identifies two key barriers to empirical research – namely, the relative newness of organic product markets and limited data availability across nations. To address these gaps, we propose several research questions aimed at further investigating how each cultural orientation influences organic product purchases.
