Presenting a Green Culture Management Model in Tehran City Based on Green Culture Indicators

The present study aims to develop a comprehensive model for managing green culture in Tehran, based on key indicators of green culture. Given the increasing environmental challenges and the lack of institutionalization of pro-environmental behaviors in this megacity, the research seeks to identify and explain the factors influencing the formation and enhancement of green culture at the individual, institutional, and policy levels. Methodologically, this study follows a mixed exploratory (qualitative–quantitative) design. In the qualitative phase, thematic analysis and semi-structured interviews with 15 academic experts and urban managers were conducted, yielding six main indicators of green culture. In the quantitative phase, the statistical population consisted of Tehran citizens, and, based on random sampling, 322 researcher-developed questionnaires with 29 items were distributed to respondents. The collected data were analyzed using structural equation modeling (PLS approach). The findings revealed that the green culture of Tehran is a multidimensional construct comprising six main components: environmental education and awareness, institutionalization of green behaviors, green urban policy and management, cultural values and attitudes, green technology and innovation, and social and civic participation. The results from the structural model indicated that environmental education and awareness exert the strongest direct influence on other components and play a central role in shaping the green culture. Moreover, the institutionalization of green behaviors was significantly affected by urban policy-making and the level of social participation. Overall, achieving a green culture in Tehran requires a systemic and synergistic approach among cultural, educational, managerial, and technological institutions. The proposed model can serve as a strategic framework for urban policymakers to promote environmentally friendly behavior, raise public awareness, and advance sustainable urban development.