Promoting Sustainable Development Through Green Campaigns
Cross‐Cultural Evidence on Consumer Purchase Intentions
Bibliographic Data
| ID | 19235390 |
|---|---|
| Authors | Muhammad Bilal (0000-0001-5388-3183, Faculty of Management and Economics Chuxiong Normal University Chuxiong Yunnan China), Xu Mingxiang (Faculty of Management and Economics Chuxiong Normal University Chuxiong Yunnan China), Peng Hongli (Faculty of Management and Economics Chuxiong Normal University Chuxiong Yunnan China), Muhammad Salman Latif (0000-0002-4627-9217, School of Management and Economics North China University of Water Resources and Electric Power Zhengzhou Henan China), Umair Akram (0000-0002-9980-6164, The Business School RMIT University Ho Chi Minh City Vietnam, corresponding author), Alrence Halibas (0000-0002-5521-9590, The Business School RMIT University Ho Chi Minh City Vietnam) |
| Year | 2026 |
| Publication date | 2026-06-09 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Sustainable Development (JOURNAL) |
| Journal identifiers | ISSN: 0968-0802 • E-ISSN: 1099-1719 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/sd.71316 |
| OpenAlex | W7164023290 |
| Language | EN |
| References cited | 117 |
This study aimed to elucidate the motives behind green purchase intention (GPI) using a cross‐cultural application of the stimuli–organism–response (S‐O‐R) framework. Specifically, it compared Pakistan and China, markets that differ in both cultural orientation and green market maturity. The study developed a theoretical model that incorporates ecological concern, environmental concern, environmental knowledge, green consumer attitudes, and collectivism, while assessing the moderating role of green marketing influence. The survey included 316 participants from China and 271 from Pakistan; data were analyzed using partial least squares structural equation modeling (PLS‐SEM). The findings showed that environmental factors significantly influenced GPI in both countries. However, the moderating effect of green marketing influence more strongly supported the link between green consumer attitudes, collectivism, and GPI in China than in Pakistan. This study extends the S‐O‐R model to address cross‐cultural differences in green consumption behavior and offers practical insights for shaping green marketing strategies in emerging markets
China · Consumer behaviour · Emerging markets · Green Consumption · Green Marketing · Structural equation modeling · Sustainable development · Corporate Social Responsibility Reporting · Environmental Education and Sustainability · Environmental Sustainability in Business
Partial Least Squares Path Modeling
Green marketing consumer-level theory review
Green purchasing behaviour
Heterogeneity in the association between environmental attitudes and pro-environmental behavior
How to SHIFT Consumer Behaviors to be More Sustainable
An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior
Greening due to environmental education? Environmental knowledge, attitudes, consumer behavior and everyday pro-environmental activities of Hungarian high school and university students
Predicting green product consumption using theory of planned behavior and reasoned action
Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels
Factors Affecting Green Purchase Behaviour and Future Research Directions
Intention to buy eco-friendly packaged products among young consumers of India
Do Data Characteristics Change According to the Number of Scale Points Used? An Experiment Using 5-Point, 7-Point and 10-Point Scales
Green products
What affects green consumer behavior in China? A case study from Qingdao
The Influence of Individualism, Collectivism, and Locus of Control on Environmental Beliefs and Behavior
Environmental knowledge and other variables affecting pro-environmental behaviour
The power of emotional value
Examining green consumerism motivational drivers
The influence of greenwashing perception on green purchasing intentions
Consumer Acceptance and Use of Information Technology
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Common Method Bias in PLS-SEM
The “New Environmental Paradigm”
Impact of pro-environmental values on sustainable green apparel buying behavior in Pakistan
Exploring the Landscape of Pro-Environmental Behaviours and Sustainable Consumer Behaviours
Understanding the Drivers of Sustainable Consumption in China
Investigating influencing factors on consumers’ choice behavior and their environmental concerns while purchasing green products in Pakistan
The sustainable development index
The effects of green nudges on consumer valuation of bio-based plastic packaging
Choosing the Number of Categories in Agree-Disagree Scales
| Citation velocity | historical |
|---|---|
| Highly cited | No |