Examining Drivers of Environmentally Conscious Consumer Behavior: Theory of Planned Behavior Extended with Cultural Factors

The growing evidence of rapid urbanization and fast growth consumption is forcing policymakers researchers to play an active role in reducing sustainability burdens preserving environmental wellness for future generations. Considering that degradation interests people around the world existent literature shows limited research works conducted developing countries, this paper aims investigate some predictors environmentally conscious consumer behavior through a study country (Tunisia). A conceptual framework was developed as extension theory planned (TPB) shed light on direct relationships between its predictors, which are concern, perceived effectiveness, willingness be friendly. moderating roles cultural factors (collectivism, long-term orientation) these were also examined. findings quantitative data collected web survey analyzed structural equation modeling method (SEM) revealed friendly important motives consumers’ behavior. factor collectivism significantly strengthens predictors. orientation positive but too weak. This among few studies adopt TPB context examine without mediation intention. It extends by assessing factors. results offer relevant managerial recommendations marketers promote favorable attitudes toward issues implement strategies benefit environment people. Understanding culture can help managers behaviors other countries.