This research aims to investigate the factors that influence green behavior in two developing countries, Malaysia and Nigeria. The study is based on the theory of planned behavior (TPB) and reasoned action (TRA), and it includes additional factors such as green culture, green product trust, product value, price sensitivity, and environmental awareness. A total of 547 participants were surveyed using a quantitative approach. The results from the multi-group (MGA) and partial least squares-structural equation modeling (PLS-SEM) analyses indicated that the extended TPB/TRA model is valid in the chosen developing nations. The multi-country model shows a significant difference, especially in the path connecting attitude and price sensitivity towards green behavior. Consumers in both countries have a positive attitude towards environmental protection and exhibit a green culture towards eco-friendly practices. In both models, green product trust and value have a positive relationship with green behavior, but not with environmental awareness. Perceived behavioral control is positively linked to green behavior in Nigeria, but not in Malaysia. Green culture is the strongest predictor of green behavior, more so than attitude. These stimulus factors were stronger in Nigeria. In both countries, the relationship between green culture, price sensitivity, perceived behavioral control, and green behavior is mediated by attitude. The study suggests that consumers in the chosen developing nations are gradually embracing eco-friendly practices. The findings highlight the importance of promoting environmental awareness to encourage green behavior towards nature. The study further discusses the implications of these findings.
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