Predicting cross-cultural intentions to engage in physical activity

Purpose This research identifies cross-cultural differences between perception and behavioral intentions of Western and South Asian consumers to engage in physical activity. The theory of planned behavior is applied. It aims to provide insights to healthcare marketers and managers to address the problems of being overweight and obese in South Asia. Design/methodology/approach Path analysis was used to conduct this research. Two online questionnaires were used to collect data from South Asian and North American respondents. Cross-cultural differences were identified based on results from structural equation models. Findings Path analysis shows that the theory of planned behavior effectively predicted the behavioral intentions of North American and South Asian respondents. South Asians are more strongly influenced by subjective norms and perceived behavioral control in their intentions to engage in physical activity. On the other hand, North Americans are more strongly influenced by their attitudes. Practical implications A consistent campaign to increase awareness about the risks of being overweight and obese will be necessary in South Asian countries to address this problem. Healthcare marketers need to emphasize marketing messages that lead to positive attitudes toward a healthy lifestyle in society and form public opinion such that it increases the role of social norms. Originality/value The research establishes the utility of the theory of planned behavior for South Asian populations. It identifies cross-cultural differences in terms of how behavioral intentions to engage in physical activity are formed in North American and South Asian populations. The findings are relevant to healthcare service managers and marketers in South Asia.