Cross-cultural and gender-based study of green consumption behavior among Taiwanese and Thai university students: a perspective based on the TPB

Purpose On the basis of the theory of planned behavior (TPB), this study aims to investigate green consumption attitudes, subjective norms, perceived behavioral control, green consumption intentions and green consumption behavior among Taiwanese and Thai university students, focusing on gender and national differences in these factors. Design/methodology/approach A questionnaire survey was administered to university students in Taipei, Taiwan (n = 398; male/female = 86 / 312), and Bangkok, Thailand (n = 369; male/female = 105 / 264). Structural equation modeling and multigroup analysis were employed to assess cross-national measurement invariance and to test the proposed hypotheses. Findings The results revealed significant cross-national differences in four TPB-based paths. Notably, subjective norms positively influenced green consumption intention in Taiwanese students but negatively affected this intention in Thai students. Gender differences were also noted among the Taiwanese students, subjective norms had a stronger positive effect on green consumption intention for men than for women. Conversely, among the Thai students, the effect of subjective norms on green consumption intention was nonsignificant for men but significantly negative for women. Practical implications The findings of this study can guide governments, educators and multinational companies in Taiwan and Thailand in developing green education initiatives and marketing strategies that account for cultural and gender-specific behavioral patterns. Originality/value This study confirms the TPB’s cross-cultural validity and demonstrates how cultural and gender factors shape sustainable consumption behavior among university students.