This research explores the factors influencing consumers’ intentions and behaviors toward purchasing green products in two culturally and economically distinct countries, Saudi Arabia and Pakistan. Drawing on Ajzen’s Theory of Planned Behavior (TPB), the study examines the roles of altruistic and egoistic motivations, alongside environmental knowledge, in shaping green consumer behavior. Altruistic motivation, driven by concern for societal well-being and environmental sustainability, is found to have a stronger impact on green purchase intention and behavior in both countries, particularly in Pakistan. Egoistic motivation, which focuses on personal benefits like health and cost savings, also contributes but with a lesser influence. The research employs a cross-sectional survey design, collecting data from 1000 respondents (500 from each country) using a stratified random sampling technique. The collected data were analyzed using structural equation modeling (SEM) to examine the relationships between variables and test the moderating effects of environmental knowledge. The results reveal that environmental knowledge significantly moderates the effect of both altruistic and egoistic motivations on green purchase intention, enhancing the likelihood of eco-friendly consumption. These findings underscore the importance of environmental education in promoting sustainable consumer behavior. The originality of this study lies in its comparative analysis of green consumerism in two distinct contexts and its exploration of motivational factors through the TPB framework. Practical implications suggest that policymakers and marketers can develop strategies that appeal to both altruistic and egoistic drivers while enhancing consumer knowledge of environmental issues. The study contributes to the literature by expanding TPB to include the moderating role of environmental knowledge in understanding green consumption behavior across diverse cultures.

This study examines the impact of structured cultural educational activities on various dimensions of student well-being in primary education. Using a randomized controlled trial design, 120 third- and fourth-grade students from Arad County, Romania, were assigned to either an experimental group, which participated in cultural educational activities, or a control group, which received no intervention. Well-being and social behavior were assessed using the Strengths and Difficulties Questionnaire (SDQ) and the EPOCH Measure of Adolescent Well-Being, administered before and after the intervention. The SDQ evaluated emotional symptoms, hyperactivity, conduct problems, peer relationship issues, and prosocial behavior, while the EPOCH scale measured engagement, perseverance, optimism, connectedness, and happiness. Analysis revealed statistically significant improvements (p < 0.05) in the experimental group compared to the control group. Students in the experimental group exhibited reduced hyperactivity and peer relationship problems, alongside notable increases in engagement, perseverance, optimism, connectedness, and happiness. These findings highlight the efficacy of integrating cultural educational activities into the primary school curriculum as a strategy for enhancing emotional and social development. The study underscores the importance of such interventions in fostering positive developmental outcomes and offers a foundation for further research into their long-term effects and adaptability across diverse educational contexts.