The Effect of Temporal Orientation on Green Purchase Behavior: Comparing U.S. and Chinese Consumers

There is growing evidence in the consumer behavior literature indicating that culture shapes individuals’ environmental worldviews, which in turn, affect consumption behavior. This paper develops this linkage further by exploring the effect of temporal orientation on green consumption among U.S. and Chinese consumers. The tested model positions two individual-level temporal orientations — tradition and prudence — as antecedents of green value,...