Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study

- Applying the Theory of Planned Behavior evaluation of determinants of green purchase in the EU
- Subjective norms have the biggest influence on green purchase behavior in all EU countries.
- Hostefe's cultural dimensions did not have significant influence on green purchase behavior.
- Cultural dimensions are related to factors which directly influence green purchase behavior.

Due to the fast growth of consumption, the promotion of purchasing green products could be a way to minimize the environmental impact and achieve the sustainable consumption. Considering that there is a lack of studies about green purchase behavior and its determinants in all European Union countries (EU), the aim of this paper is to evaluate the main determinants of green purchase behavior by applying the Theory of Planned Behavior. Referring to Hostefe's cultural dimensions we revealed how cultural aspects contribute to purchase behavior. The results showed that there were observed big differences in terms of green purchase behavior in the EU countries and it did not depend on economic development significantly. The subjective norms and interaction of knowledge and confidence in green products significantly determined the green purchase behavior in all countries. According to the cross-culture studies, all cultural dimensions did not have significant influence on green purchase behavior. However, cultural dimensions are related to factors which directly influence green purchase behavior. Therefore, due to the process of the EU cultural convergence and economic crisis, it could have indirect impact on green purchase behavior. These findings have important implication for marketers and policy makers.