Advancing sustainable consumption in the UK and China: the mediating effect of pro-environmental self-identity

Dermody, Janine, Hanmer-Lloyd, Stuart, Koenig-Lewis, Nicole and Zhao, Anita Lifen (2015) Advancing sustainable consumption in the UK and China: the mediating effect of pro-environmental self-identity. Journal of Marketing Management, 31 (13-14). pp. 1472-1502. doi:10.1080/0267257X.2015.1061039

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In this paper, we respond to the call for more holistic and culturally diverse research to advance understanding of (non)sustainable consumption behaviour. Our conceptual model incorporates materialism, environmental concern, social consumption motivation, pro-environmental self-identity and sustainable consumption behaviours. This paper contributes to knowledge by examining the mediating role of pro-environmental self-identity to more fully explain consumers’ (non)sustainable consumption behaviour. An international online panel survey was employed in the UK (n = 1037) and China (n = 1025). Findings show that pro-environmental self-identity partially or fully mediates the relationships between materialism, environmental concern, social consumption motivation and sustainable consumption behaviours. Important cultural differences also emerged, for example, the positive effect of materialism on Chinese consumer’s sustainable consumption, which is contrary to Western evidence. We suggest bolder, culturally informed and more reflexive marketing strategies are needed to significantly advance sustainable consumption, thus effectively helping to redress the crisis facing our planet.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: East–West cultures; Environmental concern; Materialism and social consumption motivation; Pro-environmental self-identity; Sustainable consumption; Sustainability marketing; REF2021
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD60 Social responsibility in business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 28 Jan 2016 14:23
Last Modified: 01 Aug 2023 11:37

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