Sustainable Signals: A Global Exploration of Environmental Green Communication Dynamics “A Cross‐Continental, Cross‐Generational, Cross‐Gender and Cross‐Qualification Study”

ABSTRACT This study examines the determinants of green communication, which mitigates waste, transportation emissions, and other environmental externalities. Drawing on prior literature, the research identifies four key determinants of green communication: cultural orientation, technological orientation, non‐facilitating conditions, and change orientation. The data has been collected from 11 countries across four continents, comprising a sample of 999 participants ( n = 999). Theoretical frameworks, including the Theories of Planned Behavior, Gender Schema, Generational Cohort in the context of the drivers of green communication, are tested using structural equation modeling (SEM). Findings indicate that cultural orientation, technological orientation, and change orientation significantly enhance green communication behaviors, whereas non‐facilitating conditions hinder them. Among these, cultural orientation emerges as the most influential driver. Furthermore, the study dissects these effects across gender, generational cohorts, educational background, and geographical regions, revealing variations in determinant influence. These insights highlight the need for context‐specific policies to promote sustainable environmental management at both the micro and macro levels.