LAUSR

Abstract Cross-country differences in pro-environmental attitudes and corporate social performance are recognized. However, scarce evidence exists on how the cultural values influence our pro-environmental behavior. To address this gap, we conceptualize a model of cultural influences on pro-environmental consumer behavior. We extend the framework of the Theory of Planned Behavior by including additional variables (environmental values and environmental concern) shown to influence pro-environmental attitudes, intentions, and behaviors. We add to the sustainability literature by identifying central pro-environmental cultural value orientations: collectivism, femininity, future orientation, and uncertainty avoidance, and integrating them into the underlying model of planned behavior as moderating variables. Our theoretical contribution lies in conceptually identifying the cultural values that have a moderating effect on pro-environmental consumer behavior. We show how cultural values can influence the relationship between environmental concern and pro-environmental behavior, and thus mitigate the ‘green gap,’ and the gap between behavioral intentions and behaviors. Our conceptualization is a stepping-stone in recognizing and capitalizing on cross-cultural differences to promote pro-environmental behaviors across cultures. The principal goal of social agents promoting sustainability is formulating communication strategies that appeal to consumer values. In terms of practical implications, this research helps marketers effectively target culturally different consumer segments, which requires an understanding of the cultural and social influences of pro-environmental behaviors. Understanding the moderating role of cultural values also helps in promoting values related to pro-environmental attitudes in other countries.