The influence of collectivism on consumer responses to green behavior

Abstract The purpose of this research is to examine consumer responses to green behavior linking constructs like attitude, perceived behavioral control (PBC), and subjective norms (SN) from the theory of planned behavior (TPB) model in connection to cultural dimension influence such as collectivism. A well‐established survey was developed to capture adequate responses using a quantitative approach. SmartPLSver3.3 were applied to the reliability and path relationship analysis. Results indicate that collectivism influences green behavior and multiple factors of the TPB constructs (attitude, PBC, and SN). In addition, PBC exerted a positive influence on SN, which significantly accelerated green behavior. Likewise, attitude positively mediates collectivism, PBC, and the green behavior nexus. The research shows that responses to green behavior are the solution in attaining the sustainable development goal −12 in a collectivist society as consumers with a stronger collectivist orientation rely on group identity and are disposed to engage in responsible consumption and production owing to their strong attitude, perceived control, and social norms. The study contributes meaningful insights to new lines of research on how to eliminate perceived difficulty linked to green consumption and improve responses to green behavior, which is still a concern; thus, policymakers must try to improve collectivist values.