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this framework to understand environmentally responsible consumption (Zhang et al.,
2025; Ansari et al., 2022). In the context of this study, green marketing activities function
as the stimulus that communicates a firm’s environmental commitment. These marketing
efforts may influence consumers’ internal evaluations, particularly their recognition of
environmentally responsible brands (Zhang et al., 2025). Therefore, green brand
awareness can be considered the organism component that reflects consumers’ cognitive
responses to green marketing messages. When consumers become more aware of brands
that emphasize sustainability, this awareness may encourage them to engage in green
purchase behavior. Accordingly, green marketing represents the stimulus, green brand
awareness reflects the organism, and green purchase behavior constitutes the response.
In addition to marketing stimuli, pro-environmental consumption is also shaped by
social and cultural influences. The Attitude-Behavior-Context (ABC) model, proposed by
Stern (2000), suggests that environmentally responsible behavior results from the
interaction between individual attitudes and contextual factors. The model emphasizes
that pro-environmental behavior is not determined solely by personal attitudes but is also
influenced by the surrounding social environment (Srivastava, 2025). In this study, green
consumer culture represents an important contextual factor that encourages sustainable
consumption (Chen et al., 2023). Through exposure to social norms and cultural values
that promote environmental responsibility, consumers may develop stronger attitudes
toward environmentally friendly products. Consequently, such cultural influences may
motivate individuals to adopt green purchasing behavior, particularly in urban
environments where sustainability-related values are increasingly visible (Chen et al.,
2023; Srivastava, 2025).
2.2. Green marketing
Green marketing is generally considered an extension of traditional marketing that
incorporates environmental responsibility into marketing activities. Traditionally,
marketing focuses on understanding and satisfying customer needs while creating long-
term value for both customers and firms (Sharma, 2021). However, as environmental
concerns have become increasingly important, researchers have expanded this concept to
include sustainability considerations (Nguyen et al., 2019). In this context, green
marketing refers to marketing strategies and activities that aim to meet customer needs
while simultaneously minimizing negative environmental impacts and promoting
sustainable development (Zhang et al., 2025). Moreover, green marketing involves the
development, promotion, and distribution of environmentally friendly products and
services that comply with sustainability standards (Sharma, 2021). It also requires firms to
adopt environmentally responsible practices, such as using eco-friendly materials,
reducing waste, recycling packaging, and lowering carbon emissions throughout the
production and distribution processes (Simanjuntak, 2023). Therefore, in this study, green
marketing is understood as the set of marketing activities through which firms employ
environmentally friendly materials, minimize and recycle packaging, and encourage
consumers to choose products that generate positive environmental impacts.
2.3. Green consumer culture
Consumer culture refers to the shared values, beliefs, and social norms that shape
individuals’ consumption behaviors within a society (Ngo et al., 2024). In general, culture
influences how people perceive products, evaluate consumption choices, and develop
purchasing habits through interactions with family members, communities, and broader
social environments (Ngo et al., 2024). Building on this perspective, the concept of green

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