Towards a Korean Sustainable Business Model at National Level: The Influence of Cultural and Political Perceptions of National Image on Consumers’ Behavior

Despite the increasing uptake of term sustainable business model (SBM), concept has mainly focused on strategies. However, integrating SBM into a longer-term and macroscopic framework would make it more sustainable. This article explored as national strategy that operates beyond corporate level. In this respect, study examined ways in which cultural political perceptions nation can influence consumers’ choices. particularly explanatory power two ideational driving forces: heritage, politics foreign relations. By assessing dataset views 223 African students studying Korea, confirmed image meaningfully affects consumer behavior (intention to recommend). Furthermore, provided new evidence have significantly positive effect image. It was also found played role mediating variable relating cultural/political intention recommend. extending level, lays foundation for win–win situation between decision makers both sectors.