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

Purpose: The 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/approach: The 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. Findings: Interesting 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/value: Food labeling is little explored, despite its growing importance for consumers. This research is a window in green marketing issues, specifically in global branding strategies.