What Drives Green Purchase Intention: A Cross-Cultural Study

As sustainable consumption and environmental consciousness gain global importance, understanding the psychological and cultural factors influencing green consumer behavior has become increasingly crucial. This study examines the effects of environmental awareness, environmental concern, and self-concept consistency on green purchase intentions, while exploring cross-cultural differences between Italy and Turkey. Using a survey-based design, data were collected through a structured. The findings reveal that environmental awareness positively influences environmental concern and green purchase intentions, though it does not significantly impact self-concept consistency. Both environmental concern and self-concept consistency were found to affect green purchase intentions positively. Cross-cultural analysis indicates no significant differences between the two countries in environmental awareness and green purchase intentions; however, Italians exhibit higher environmental concern, whereas Turkish participants show greater self-concept consistency. These results underscore the importance of integrating cultural sensitivity into environmental campaigns. For Italy, leveraging emotional and culturally resonant appeals may enhance the impact of high environmental concern, while in Turkey, aligning messages with personal identity and self-consistency could foster stronger sustainable behaviors. Overall, the study contributes to the literature by highlighting how psychological drivers and cultural variations jointly shape green purchasing patterns, offering valuable insights for targeted and practical sustainability strategies.