What question did this study set out to answer?

To evaluate how the SHIFT framework influences consumer engagement and behavioural intentions toward mobile services for food waste reduction and water conservation across individualist and collectivist cultures.

August 19, 2026Journal of Services Marketing

Service sustainability across cultures: leveraging the SHIFT framework for mobile service engagement

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Authors

TTTimmy H. TsengFu Jen Catholic University CLCrystal T. LeeShantou University

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Implication

Cross-sectional survey uncovers drivers of mobile sustainability engagement in US and Taiwanese consumers, highlighting cultural differences in sustainable action.

Key Points

To evaluate how the SHIFT framework influences consumer engagement and behavioural intentions toward mobile services for food waste reduction and water conservation across individualist and collectivist cultures.
Surveyed consumers from an individualist culture (USA, n = 500) and a collectivist culture (Taiwan, n = 327).
Evaluated the effects of social influence, habit formation, individual self, feelings and cognition, and tangibility on mobile service engagement and sustainable behavioural intentions.
Social influence (subjective norms and group identification), individual self (symbolic benefits), and feelings and cognition (anticipated emotions and informativeness) significantly drove service engagement and behavioural intentions.
The associations between future orientation and service engagement, as well as between service engagement and behavioural intention, were stronger in Taiwan than in the USA.

Cite This Study

Tseng et al. (2026) studied this question.

synapsesocial.com/papers/6a85638803308d306e2d6c55 https://doi.org/10.1108/jsm-10-2025-0735

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Implication

Cross-sectional survey uncovers drivers of mobile sustainability engagement in US and Taiwanese consumers, highlighting cultural differences in sustainable action.

Service sustainability across cultures: leveraging the SHIFT framework for mobile service engagement

Discussion

Member takes

Implication

Key Points

Cite This Study

Service sustainability across cultures: leveraging the SHIFT framework for mobile service engagement

Discussion

Member takes

Implication

Key Points

Cite This Study

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