Context, Culture and Green Consumption: A New Framework

Green consumption is context-dependent, complex, and multifaceted. Research from environmental psychology, environmental sociology, cross-cultural communication, and consumer behavior is integrated to develop a set of six hypotheses and a new model for green consumption. The model proposes a composite cultural profile (including individual, social/relational, temporal, and biospheric factors) as a mediating variable between individual factors, behavioral intention, and green consumption. The model further proposes contextual factors (economic, social, political, and technological) as a moderating variable on individual attitudes, values and perceived control, individual cultural profile, behavioral intention, and green consumption. A systems approach addresses weaknesses in previous a-contextual models that do not take into account emotional, symbolic, and cultural factors embedded in consumer consumption decisions. The model may offer superior explanations for green consumption behaviors in non-Western socio-technical contexts than that offered by existing theory, supporting more effective decision-making for managers and policymakers.