Sustainable Consumption Across Contexts: A Comparative Analysis of Cultural and Economic Drivers in India and Singapore

Abstract

This study examines how consumer responses to sustainability differ between India and Singapore, focusing on the cultural and economic factors that shape sustainable consumption. Using data from surveys from 70 respondents and a theory-driven thematic analysis, the research evaluates the applicability of the Value-Belief Norm framework, the Theory of Planned Behaviour, cognitive dissonance theory and Hofstede's cultural dimensions. Findings reveal uniformly high sustainability awareness across both countries, but a persistent value-action gap. Contrary to expectations, economic barriers were more pronounced in Singapore, while distrust in sustainably claims emerged as a primary barrier in India. Cultural influence plays a significantly stronger role in India, reflecting its collective orientation, whereas individualised decision-making dominates in Singapore. The study concludes that sustainable consumption is shaped by the interaction of trust, cultural norms and perceived behavioural feasibility rather than just income or awareness, highlighting the need for context-specific sustainability strategies