Background: The increased awareness of the environmental impact is allowing consumers to be more conscious of their purchasing decisions and habits. Awareness, however, is shown to be based on a number of factors, including country culture. A cultural analysis of the UK was conducted to understand the impact a country’s culture has on individual behaviors. A number of consumer behavior theories were also applied to understand the perceptions and behaviors taken during the individual consumption process. Theories regarding green marketing are also taken into account to provide background of the need for a study of this caliber.

Approach: For this quantitative study, an online survey was conducted, along with an analysis of the UK’s culture and implications on consumers purchasing behavior.

Findings: The findings from the research show that consumers in the UK are aware of the impact of their sustainable purchasing habits. Consumers do take into account what the purchase means for society as well as them as an individual, which verifies the cultural analysis that was conducted. They are also influenced by green marketing, which validates their purchasing habits and continues the pattern of behavior. Individuals in the UK are very aware of the effects of their behavior, and depending on varying factors are interested in continuing or even changing their behavior to conduct more ethical spending habits.

Value: From this research, a framework connecting country culture with consumer behavior decisions is created and applied to environmentally sustainable purchasing choices. This can be taken into account to understand the habits and behaviors of consumers in the UK to continue to push green marketing for products.