Abstract

This paper focuses on investigating the relationship between culture and green attitudes and environmental behavior across two countries representing societies with different cultural norms. The paper presents a theoretical model suggesting that individual level cultural differences influence consumer’s environmental consciousness which then influence their green consumerism and active ecological Behaviors’. Data was collected using survey research from two countries representing societies with different cultural norms—the United States and India. SmartPLS was used to assess the quality of the measurement model and test the proposed research hypotheses. Although the United States is a society that is generally driven by individualism and mastery orientation, study results indicate that at the individual level people attitudes and behaviors might be influenced by different orientations depending on the consumption situation. Overall, study findings highlight the value in understanding the influence of cultural factors at the individual level and not just at the country level.

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