Cultural Roots of Sustainable Choices: Navigating Environmental Attitudes and Eco-Label Influence in Marketing Strategies

Purpose: This study investigates the intricate interplay between cultural orientations, environmental attitudes, eco-label influences, and green purchase intentions within the Saudi Arabian context. Specifically, the research aims to explore how acculturation and enculturation impact individuals' environmental attitudes, subsequently influencing their intentions toward green purchases. Additionally, it seeks to examine the moderating role of eco-labels in the relationship between cultural orientations and green purchase intentions. Method: Data were collected from 329 respondents residing in Riyadh and Jeddah, utilizing a questionnaire-based survey. Acculturation and enculturation were measured using a 20-item scale adopted from Kizgin et al. (2018), while eco- label influence was assessed through a four-item scale derived from Riskos et al. (2021). Green purchase intentions were measured using a three-item scale adapted from Chan (2001). The nine-item scale of Hasnain, Raza and Qureshi (2020) was employed to gauge environmental attitudes. Data analysis was conducted utilizing STATA software. Findings: The results revealed significant associations between acculturation, enculturation and green purchase intentions, highlighting a positive influence of acculturation on intentions toward sustainable purchases. Enculturation exhibited an indirect impact on green purchase intentions through environmental attitudes. Additionally, environmental attitudes mediated the relationships between both acculturation and enculturation with green purchase intentions. Moreover, eco-labels also exhibit significant moderating effects on these relationships. Implications/Originality: This research underscores the influential role of cultural orientations in shaping environmental attitudes and subsequent intentions toward green purchases. The findings offer valuable insights for marketers and policymakers aiming to tailor strategies to promote sustainable consumption among culturally diverse populations. Moreover, the study's focus on eco-labels and their limited moderating effects contributes to discussions surrounding the nuanced influences of informational cues within cultural contexts, highlighting areas for further exploration in encouraging sustainable consumer behaviors.