Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity

Zhao, Anita Lifen, Dermody, Janine, Koenig-Lewis, Nicole and Hanmer-Lloyd, Stuart (2023) Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity. Journal of Consumer Behaviour. doi:10.1002/cb.2261 (In Press)

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This paper investigates the connections between harmonious cultural values, pro-environmental self-identity and consumers’ sustainable consumption behaviours spanning acquisition, usage and disposal. It evaluates the relevance of Chinese cultural values that purport harmony between humans, nature and society i.e. man-nature orientation and horizontal/vertical dimensions of individualism-collectivism. The results from the online survey with 503 urbanised Chinese reveal these values disparately influence this consumption. Despite the limited direct behavioural effect of these harmonious values, pro-environmental self-identity plays an important role in mediating their indirect effects on the five behaviours. This paper therefore extends theorisation of the values-identity-behaviour relationship from a cultural-values orientation perspective. It offers new insights to understand urbanised Chinese consumers' sustainable consumption behaviours.

Item Type: Article
Article Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Philippa Ward
Date Deposited: 02 Oct 2023 10:37
Last Modified: 19 Jan 2024 12:58

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