A cross-cultural study of consumer purchase intention and planned behaviour

This study investigates for two cultures differences in consumers’ purchase intention formation and their association with planned behaviour using the model of reasoned action. It also seeks evidence of exposure to a new dominant culture influencing change in behavioural intentions. Australian and Malaysian students are used as participants in the study. The results indicate that there is an association between intention and planned behaviour for Australian students, while no association exists for the Malaysian students. Additionally, the Malaysian students living in Australia for more than two years do not show a tendency to adopt the Australian students’ intention formation in an ‘individualistic’ culture.