Promoting Sustainable Development Through Green Campaigns: Cross‐Cultural Evidence on Consumer Purchase Intentions

ABSTRACT This study aimed to elucidate the motives behind green purchase intention (GPI) using a cross‐cultural application of the stimuli–organism–response (S‐O‐R) framework. Specifically, it compared Pakistan and China, markets that differ in both cultural orientation and green market maturity. The study developed a theoretical model that incorporates ecological concern, environmental concern, environmental knowledge, green consumer attitudes, and collectivism, while assessing the moderating role of green marketing influence. The survey included 316 participants from China and 271 from Pakistan; data were analyzed using partial least squares structural equation modeling (PLS‐SEM). The findings showed that environmental factors significantly influenced GPI in both countries. However, the moderating effect of green marketing influence more strongly supported the link between green consumer attitudes, collectivism, and GPI in China than in Pakistan. This study extends the S‐O‐R model to address cross‐cultural differences in green consumption behavior and offers practical insights for shaping green marketing strategies in emerging markets.