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consumer culture emerges as an extension of consumer culture in the context of
increasing environmental awareness (Vysotska & Vysotskyi, 2022). Specifically, green
consumer culture reflects a collective orientation toward environmentally responsible
consumption, in which individuals are encouraged by their families, communities, and
social groups to adopt eco-friendly behaviors (Wijekoon & Sabri, 2021). Moreover, when
communities accept and promote green values, individuals are more likely to understand
how natural systems function and behave more rationally in protecting environmental
resources (Ngo et al., 2024). Therefore, green consumer culture can be understood as a
cultural environment in which people collectively encourage sustainable lifestyles,
support the consumption of green products, and promote environmentally friendly
behaviors within their social networks.
2.4. Green purchase behavior
Green purchase behavior refers to consumers’ tendency to select and purchase
products that have minimal negative impacts on the environment and contribute to
environmental sustainability (Chan et al., 2025). In general, purchasing behavior reflects
the decision-making process through which consumers evaluate products and choose
those that best satisfy their needs and preferences (Sharma, 2021). However, in the
context of increasing environmental awareness, this decision-making process increasingly
incorporates ecological considerations (Nguyen et al., 2019). Accordingly, green purchase
behavior emphasizes consumers’ willingness to prioritize products that are
environmentally friendly, such as those made from sustainable materials, recyclable
packaging, or produced through processes that reduce pollution and resource
consumption (Chan et al., 2025).
2.5. Research hypothesis and research model
Green brand awareness reflects the extent to which consumers recognize and recall
a brand’s environmental commitments and sustainable practices. This awareness can be
shaped by both firms’ marketing activities and the cultural environment surrounding
consumers (Alharthey, 2019). On the one hand, when firms actively implement green
marketing strategies, such as emphasizing eco-friendly materials, sustainable production
processes, and environmentally responsible packaging, consumers are more likely to
associate the brand with environmental responsibility, thereby strengthening their
awareness of its green attributes. On the other hand, the cultural context in which
consumers are embedded can also influence how they perceive and evaluate
environmentally responsible brands (Xiao et al., 2023). When green values are
encouraged within families, communities, and social groups, individuals tend to pay
greater attention to brands that promote sustainability and environmental protection
(Sharma, 2021). Such social influence can enhance consumers’ recognition and
understanding of environmentally friendly brands (Chan et al., 2025). Therefore, based on
the above discussion, the study develops the following research hypotheses:
H1: Green Marketing has a significant positive impact on Green Brand Awareness.
H2: Green Consumer Culture has a significant positive impact on Green Brand
Awareness.
As environmental concerns become increasingly prominent, consumers’ purchasing
decisions are gradually shifting toward more sustainable alternatives. In this context,
several factors may influence consumers’ tendency to purchase environmentally friendly
products (Nguyen et al., 2019). First, firms’ green marketing activities can directly shape
consumers’ purchasing behavior by communicating the environmental benefits of

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