How Minimalism Drives Green Purchase Intention in Collectivist Cultures

This study investigates the mediating role of pro-environmental behaviours (PEBs) in the relationship between minimalism, collectivist culture, environmental concern, and green purchase intention (GPI) in emerging economies. This study aims to fill a gap in our understanding of how lifestyle choices, cultural values, and environmental consciousness influence sustainable consumption in collectivist settings. The study presents a new viewpoint on minimalism as an antecedent of pro-environmental behaviours, addressing deficiencies in the current literature regarding sustainability and consumer behaviour. The study utilises data from 385 participants across emerging economies and employs Partial Least Squares Structural Equation Modelling (PLS-SEM) to examine the links between components. Moreover, stringent validation methods, such as the heterotrait–monotrait ratio (HTMT), guarantee the trustworthiness and validity of the results. The findings indicate that minimalism, collectivist culture, and environmental concern favourably affect pro-environmental behaviours, which considerably mediate their influence on green purchase intention. Private PEBs exert a more significant impact on GPI than public PEBs, underscoring the significance of individual-level sustainable behaviours. These findings enhance the theoretical discussion on sustainability in emerging economies and provide practical insights for fostering sustainable consumer behaviours through culturally adapted techniques.