In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK

Green consumption is evolving and has received much attention from retailers and academic. Previous studies reveal a gap among green purchase intention and green purchase actual behaviour under different cultural contexts. This intention-behaviour gap is unresearched in the green consumption context. Therefore, our examination seeks to plug this gap by exploring the mediating role of implementation intention and the moderating role of action self-efficacy, environmental knowledge, coping self-efficacy, and green value on the link among intention and behaviour in two different cultural contexts. Data were gathered from two different countries (i.e., Saudi Arabia and UK) consumers who are familiar with green consumption. We analysed our data using structural equation modelling to test the suggested model. The findings revealed that implementation intentions fully mediate the relationships between purchase intentions and purchase behaviour. They also indicated that action self-efficacy, environmental knowledge, coping self-efficacy, and green value moderate the association between intention and actual behaviour. Moreover, results indicated that the influence of green purchase intentions and implementations intentions on green purchase behaviour was stronger in the UK sample than in Saudi Arabia sample. This paper provides managers and retailers with meaningful implications that show how to convert green purchase intentions into green purchase behaviour within different cultural contexts.