Showcasing green: how culture influences sustainable behavior in food eco-labeling

Abstract

PurposeThe aim of this study is to verify, through Hofstede's 6-D model, the impact of national culture on the implementation of eco-labeling activities on the supplier side, in order to provide consumers information about the sustainable behavior adopted by firms.Design/methodology/approachThe authors tested the impact of culture dimensions through an econometric model, on a sample composed by several countries of the world, in which at least a food certification is in force.FindingsInteresting results have been obtained and discussed, proving the existence of a relationship between culture and corporate sustainability showcasing. Cultural heritage has a deep influence on sustainable consumption demand. Firms need to put more effort to showcase their green behavior. Economic indicators have a role in fostering sustainable behavior.Originality/valueFood labeling is little explored, despite its growing importance for consumers. This research is a window in green marketing issues, specifically in global branding strategies.

Do environmental scores become multinational corporations' strategic “greenwashing” tool for window‐dressing carbon reduction? A cross‐cultural analysis

“…These theories explain how managers' ethical decision-making is interrupted by their domestic cultural characteristics, leading to diverse decision-making in the balance between talk and action with reliable empirical evidence. Our study established a link between national culture and greenwashing fields from an institutional theory perspective and extended existing national culture studies(Manta et al, 2022;Vitolla et al, 2019) by considering culture as an institutional factor at the macro-level to both macro considerations (i.e., institutional pressure on MNCs) and micro considerations (i.e., influence on managers' moral reasoning). This extended the application of institutional theory in the interdisciplinary study of greenwashing and management, enriched the field literature, and provided a new research inspiration for future studies.Finally, further analyses of the Paris Agreement's moderating effects emphasized that the institutional pressure generated by the Paris Agreement did not prevent MNCs from greenwashing in carbon reduction, indicating the powerlessness of the agreement, especially in societies with high-power distance characteristics.…”

“…In particular, culture affects individual concerns about values (Hofstede et al, 2010), managers' attitudes toward rules and self‐interest (Okpara, 2014), and subordinates' submission and loyalty (Patel et al, 2002). These differences result in different sustainable consumption demands (Manta et al, 2022), management styles (Ardichvili & Kuchinke, 2002; Manta et al, 2023; Westerman et al, 2007), corporate strategies focused on long‐ or short‐term interests (Peng & Zhang, 2022), and definitions of business success (Luo & Tang, 2022). The stakeholders' demands also differ according to cultural backgrounds (Ringov & Zollo, 2007).…”

Determining paths of innovation: The role of culture on the adoption on organic farming management

“…On the other hand, a stream of literature conveys that one reason for the growing demand for organic food is the increased environmental concerns in society (Lee & Yun, 2015). Different investigations showed how green consumers can modify their consumption to protect the environment (Brooker, 1976;Du Preez et al, 1994;Kassarjian, 1971;Manta et al, 2021;Toma et al, 2022).…”

Strengths and weaknesses of food eco-labeling: a review

“…So far, most of the evidence of eco-labeling is focused on the agriculture and food sector, since these are the sectors that contain the greatest number of eco-labels ( 13 , 14 ). Moreover, to date, eco-labels and its research are more prevalent in developed countries, while a few very low income countries apply this policy ( 14 ).…”

“…So far, most of the evidence of eco-labeling is focused on the agriculture and food sector, since these are the sectors that contain the greatest number of eco-labels ( 13 , 14 ). Moreover, to date, eco-labels and its research are more prevalent in developed countries, while a few very low income countries apply this policy ( 14 ). In Europe, the use of sustainability claims and labels is growing, as demonstrated by a 2.83% annually increase from 2005 to 2021 in the average share of such claims and labels on newly introduced products.…”