An Alternative Theoretical Discussion on Cross‐Cultural Sustainable Consumption

The interest regarding sustainable consumption has increased around the world, and several international institutions and organizations have highlighted the emergency that society needs to face from this century onwards. Sustainable consumption involves many factors other than individual behaviour, which usually leads to a cross‐national focus to explain differences and similarities among countries. Cross‐cultural investigations have emerged under the widespread context of sustainability, but how they can contribute to clarify sustainable consumption behaviour is as yet an incipient discussion. On this basis, and considering previous literature about value dimensions, the theory of planned behaviour (TPB), and the value–belief–norm theory (VBN), this paper undertakes a theoretical discussion drawing upon previous empirical research and proposes a new, alternative and complementary point of view. We address how cultural elements can influence values and, in turn, sustainable behaviour. Moreover, we argue that beliefs could be a key driver of sustainable intention, as the intention formed by attitude, perceived behavioural control and subjective norms does not explicate sustainable consumption by itself. Ultimately, this study combines various concepts in a wider discussion about cross‐cultural sustainable consumption, a holistic perspective to investigate sustainable consumption across countries. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment