Abstract

Consumers increasingly seek sustainable food options, yet behavior lags stated concern. However, a gap existed on how valuebelief–norm and ecological worldviews shaped sustainability consciousness, especially across cultures. Addressing this gap, we integrated Value–Belief–Norm theory with New Ecological Paradigm dimensions to analyze student surveys from the United Kingdom and Türkiye using PLS- SEM and permutation- based multi- group analysis. Headline effects (standardized β): altruistic → consciousness (UK 0.275; Türkiye 0.247), anti- exceptionalism (UK 0.244; Türkiye 0.202); biospheric significant only in the UK (0.291); anti- anthropocentrism significant only in Türkiye (0.253). Egoistic and hedonic values are non- significant. Explained variance in sustainability consciousness: R2UK = 0.537; R2TR = 0.410. MGA indicates no significant cross- group differences in path strengths. Findings highlight culturally contingent pathways and inform education and communication tailored to locally salient values and beliefs in the food industry. The paper advances a holistic framework for understanding sustainability behavior across cultures, enriching sustainability theory and global discourse.