Green consumption behavior, as one of the key components of sustainable development, has attracted widespread attention in the field of consumer behavior in recent years. Despite the widespread use of the Theory of Planned Behavior (TPB) in explaining environmental behaviors, the role of demographic variables in moderating the relationship between perceived behavioral control and green consumption behavior still requires further investigation. Therefore, the present study aimed to investigate the effect of perceived behavioral control on green consumption behavior and analyze the moderating role of age, gender, education, and income in the two cultural contexts of Iran and Malaysia. This study is in the positivist approach from the paradigm perspective, in terms of descriptive-correlational purpose, in terms of application, and in terms of cross-sectional time horizon. The research approach was quantitative and the data for the Iranian sector were collected through an online questionnaire and convenience sampling from 405 people, and the data for Malaysia were extracted from a secondary dataset consisting of 375 observations. Data analysis was performed using partial least squares structural equation modeling (PLS-SEM), measurement invariance test (MICOM), and multi-group analysis (PLS-MGA) in SmartPLS software. The results showed that perceived behavioral control in both countries has a positive and significant effect on green consumption behavior. Also, the results of multi-group analysis showed that age in Malaysia and education in Iran play a significant moderating role in the relationship between perceived behavioral control and green consumption behavior, while gender and income did not have a significant moderating effect in either country. The findings of the study indicate that the role of demographic factors in the formation of green consumption behavior can vary under the influence of cultural and social contexts. In addition to developing the literature on green consumption behavior, this research can be useful for environmental policymakers and planners in designing strategies that are appropriate to the demographic and cultural characteristics of different societies.