Table Of Contents
Abstract
This study first examines the influence of educational factors on a consumer’s willingness to buy green products and on building a brand’s green image. Second, it explores the effects of environmental concern and perceived consumer effectiveness in mediating the relationships between educational factors and green buying behavior. Third, it takes a cross-country perspective by investigating green buying behavior under distinct cultural contexts (collectivism versus individualism). The hypothesized model was tested with data collected in the United States and Brazil and using structural equation modeling analysis. Findings reveal that sustainability education, whether initiated by the consumer or by the organization, contributes positively to promote a brand’s green image. Environmental concern and perceived consumer effectiveness both mediate the relationships between educational factors and green buying behavior. Lastly, the moderating effects of culture highlight the importance of environmental concern in a collectivist country and perceived consumer effectiveness in an individualist country.
Funding Statement
The author(s) received no financial support for the research, authorship, and/or publication of this article.
Conflict of Interest
The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.
About contributors
Sandra S. Graça
Collegium of Comparative Cultures, Eckerd College, Saint Petersburg, Florida, United States
United States
Virginie P. Kharé
Collegium of Comparative Cultures, Eckerd College, Saint Petersburg, Florida, United States
United States
