Beyond Awareness: Cultural Values and Social Influence as Drivers of Green Consumer Behavior Across Five Nations

Abstract

This cross-cultural study investigates the psychological and social determinants driving green consumer behavior across five nations, moving beyond mere environmental awareness to examine the distinct roles of cultural values and social influence. We employed a cross-sectional comparative design with 1,468 valid responses from urban and semi-urban consumers, collected via structured questionnaires. Multiple linear regression and structural equation modeling were applied to analyze relationships among environmental awareness, eco-label knowledge, cultural sustainability values, social influence, and sustainable consumption outcomes. Our results reveal that environmental awareness is the strongest predictor of sustainable consumption (standardized , ), closely followed by green product knowledge (, ) and social influence (, ). The regression model explains 73.5% of the variance in sustainable consumption behavior (), while structural equation modeling confirms excellent model fit (CFI = 0.97, RMSEA = 0.045). Notably, participants from cultures with stronger sustainability values exhibited substantially higher green purchasing (25.8%), recycling participation (22.7%), and willingness to pay for eco-friendly products (21.3%) compared to those from cultures with lower environmental awareness. These findings demonstrate that sustainable consumption is not solely a function of individual knowledge but is significantly shaped by collective cultural norms and peer influence. The study’s novelty lies in its comparative quantification of cultural moderation effects across distinct national contexts, providing actionable insights for policymakers. We conclude that effective sustainability campaigns must integrate eco-label standardization with culturally tailored social marketing strategies to foster responsible consumption globally.