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.
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.
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.
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.
