Journal
ECOLOGICAL ECONOMICS
Volume 125, Issue -, Pages 38-46Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/j.ecolecon.2016.02.008
Keywords
European Union; Green purchase; Sustainable consumption; Theory of Planned Behavior; Cross-cultural study
Funding
- Lithuanian University of Health Sciences
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Due to the fast growth of consumption, the promotion of purchasing green products could be a way to minimize the environmental impact and achieve the sustainable consumption. Considering that there is a lack of studies about green purchase behavior and its determinants in all European Union countries (EU), the aim of this paper is to evaluate the main determinants of green purchase behavior by applying the Theory of Planned Behavior. Referring to Hostefe's cultural dimensions we revealed how cultural aspects contribute to purchase behavior. The results showed that there were observed big differences in terms of green purchase behavior in the EU countries and it did not depend on economic development significantly. The subjective norms and interaction of knowledge and confidence in green products significantly determined the green purchase behavior in all countries. According to the cross-culture studies, all cultural dimensions did not have significant influence on green purchase behavior. However, cultural dimensions are related to factors which directly influence green purchase behavior. Therefore, due to the process of the EU cultural convergence and economic crisis, it could have indirect impact on green purchase behavior. These findings have important implication for marketers and policy makers. (C) 2016 Elsevier B.V. All rights reserved.
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