Cross-Cultural Variations in Consumer Behavior Culture is about what people value and is manifested in behaviors or norms. Culture is the total of learned customs, values, and beliefs that direct, among other things, the consumption patterns of members of a given society. Cultures differ in demographics, values, communication, and other aspects, and the differences create variations in consumption behaviors (Tsai et al., 2017). People’s habits, principles, and beliefs influence purchasing decisions. Core Values Influencing Behaviors Environment-Oriented Values The environment-oriented values prescribe a society’s relationship to the technical, economic, and physical environment. A society’s orientation towards the physical environment influences its consumption behaviors in different ways. If it highly values the natural and historical, it would avoid anything that would be