The Influence of Cultural Values and Environmental Attitudes on Green Consumer Behaviour

Abstract

This research investigates the effect of Sri Lankan consumers’ cultural values and environmental attitudes on green consumer behaviour. Green consumer behaviour varies in different cultures. In this context, people’s cultural values help to form environmental beliefs/attitudes predict preferences for environmentally friendly behaviour. Therefore, it is important to understand culturally determined values related to the environmental behaviour. A survey approach was adopted and a random sample of 250 consumers who made purchasing decisions was taken for data collection. Self-was used to collect the data and regression analysis was employed to test hypotheses. The survey instrument was to be both reliable and valid. The results revealed that both collectivism and long-term orientation were good predictors for formation of environmental attitudes in Sri Lanka. Cultural values are highly correlated with environmental attitudes. However, environmental attitudes have shown negative significant impact on green consumer behaviour intention. Especially, Sri Lankan consumers who have less awareness or interest in environmental friendly actions have shown negative significant relationship. The results will provide government policy makers to develop environmental education and awareness programs for Sri Lankan people to encourage green actions. These findings could also help provide business planners with valuable insights on consumer behaviour. Further, study fundamental differences between developed nation’s cultural values (e.g., guilt culture) in the West and developing nation’s cultural values (e.g., shame culture) in Asian region to green behaviour intention.

Keywords: collectivism, long-term orientation, environmental, green consumer behaviour