“…Compared to the other TPB factors, subjective norms were the least important predictor for 21 studies across both cultures (Aktas et al, 2018;Barone et al, 2019;Borusiak et al, 2022;Canova et al, 2020a,b;Chang et al, 2022;Çoker & van der Linden, 2020;Deliberador et al, 2023;Dinc-Cavlak & Ozdemir, 2022;Dorce et al, 2021;De Gavelle et al, 2019;Graham-Rowe et al, 2015;Jia et al, 2022;Kirmani et al, 2023;Lorenz et al, 2017;Ng et al, 2021;Rees et al, 2018;Soorani & Ahmadvand, 2019;Sultan et al, 2020;Testa et al, 2019;Vassallo et al, 2016;Watanabe et al, 2021). Our synthesis indicates that subjective norms are not as important as attitudes or PBC, although Western cultures may be influenced by subjective norms more than Non-Western cultures, especially for organic food purchases and potentially meat consumption.…”