Exploring Cross-Cultural Differences in Attitudes Towards SDG12

Abstract: Date: 2023/05/30 Level: Master thesis in Business Administration, 15cr Institution: School of Business, Society and Engineering, Mälardalen Authors: Diana Al-Khameesi, Jessika Melander Title: Exploring cross-cultural differences in attitudes towards SDG12  Supervisor: Emre Yldiz Keywords: SDG, Consumer attitude, Cultural values, Hofstede Research question: To what extent individuals’ attitudes towards SDG12 vary across cultures?  Purpose: To what extent the importance of cultural values of individuals has influenced consumer attitude towards SDG12 and what implications this have for the SDGs being marketed as international goals.  Method: A quantitative study; collecting 230 valid responses from individuals across multiple countries. A positivist stance and a deductive approach to theory development were used. Correlation and regression analyses were carried out.  Conclusion: The result of the study indicates that depending on the dimension not all targets were statistically significant. Some targets of SDG12 were either negatively, positively, or not related at all to the four original dimensions of Hofstede. Which concludes that the impact of the cultural value of an individual on attitudes when it comes to SDG12 is not global as suggested by the UN.