Journal article 1204 views 106 downloads
Evaluating the challenge of China's crossverging young “Enviro‐Materialists”
Journal of Consumer Behaviour, Volume: 20, Issue: 3, Pages: 1 - 14
Swansea University Author: Anita Zhao
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DOI (Published version): 10.1002/cb.1896
Abstract
China’s industrialisation is reshaping its younger age-generation towards increased materialism and social visibility. This is problematic because materialistic social status consumption can undermine a deeper commitment to sustainability. We evaluate this phenomenon by examining sustainable consump...
Published in: | Journal of Consumer Behaviour |
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ISSN: | 1472-0817 1479-1838 |
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Wiley
2021
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URI: | https://cronfa.swan.ac.uk/Record/cronfa55515 |
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2021-07-19T19:50:59.1368615 v2 55515 2020-10-26 Evaluating the challenge of China's crossverging young “Enviro‐Materialists” ea60dfdee64a02b6d5536c75f2575a00 0000-0003-2957-8300 Anita Zhao Anita Zhao true false 2020-10-26 CBAE China’s industrialisation is reshaping its younger age-generation towards increased materialism and social visibility. This is problematic because materialistic social status consumption can undermine a deeper commitment to sustainability. We evaluate this phenomenon by examining sustainable consumption buying in China, through the theories of crossvergence (valuing modernisation) and stickiness (valuing traditions). Specifically, we examine the moderation effects of Chinese age-generations, in three socio-historical periods, on this sustainability behaviour. Namely, the post-50/60s consolidation, post-70s revolution, and post-80s social reform age-generations. Utilising an online panel survey (n=981), we investigated the direct and indirect effects - via pro-environmental self-identity - of materialism, social consumption motivation, and environmental concern on these generations sustainable buying behaviours. Importantly, we found the positive direct effect of materialism on sustainability buying was significantly higher for the younger post-80s cohort, in contrast to the post-50/60s and post-70s generations. Social consumption was higher among the post-80s and post-70s generations. Environmental concern was insignificant for the post-80s, but a significantly higher influence on the post-70s generation. This suggests a new younger consumer generation is emerging, who in juxtaposition to current notions of consuming sustainably, appear to mix materialism and sustainability together to consume as green materialists. We have named this consumer group ‘enviro-materialists’. These enviro-materialists raise important questions about the currently under-researched generational underpinnings of sustainable consumption, and the macro systems within which this takes place. We propose interconnected governmental and corporate marketing interventions. These have potential to increase the sustainability behaviours of China’s enviro-materialists, whilst reducing their materialism. Journal Article Journal of Consumer Behaviour 20 3 1 14 Wiley 1472-0817 1479-1838 China, industrialization, consumption, sustainability 1 6 2021 2021-06-01 10.1002/cb.1896 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2021-07-19T19:50:59.1368615 2020-10-26T14:30:52.9272979 Faculty of Humanities and Social Sciences School of Management - Business Management Janine Dermody 1 Anita Zhao 0000-0003-2957-8300 2 Nicole Koenig‐Lewis 3 Stuart Hanmer‐Lloyd 4 55515__18572__ef7e61f95a454e5385b51111fe6f3ef5.pdf JCB-20-146 Accepted Pre-prod Full Manuscript.pdf 2020-11-03T10:19:27.8475466 Output 1268684 application/pdf Accepted Manuscript true 2022-11-10T00:00:00.0000000 true eng |
title |
Evaluating the challenge of China's crossverging young “Enviro‐Materialists” |
spellingShingle |
Evaluating the challenge of China's crossverging young “Enviro‐Materialists” Anita Zhao |
title_short |
Evaluating the challenge of China's crossverging young “Enviro‐Materialists” |
title_full |
Evaluating the challenge of China's crossverging young “Enviro‐Materialists” |
title_fullStr |
Evaluating the challenge of China's crossverging young “Enviro‐Materialists” |
title_full_unstemmed |
Evaluating the challenge of China's crossverging young “Enviro‐Materialists” |
title_sort |
Evaluating the challenge of China's crossverging young “Enviro‐Materialists” |
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ea60dfdee64a02b6d5536c75f2575a00 |
author_id_fullname_str_mv |
ea60dfdee64a02b6d5536c75f2575a00_***_Anita Zhao |
author |
Anita Zhao |
author2 |
Janine Dermody Anita Zhao Nicole Koenig‐Lewis Stuart Hanmer‐Lloyd |
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Journal of Consumer Behaviour |
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Swansea University |
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1472-0817 1479-1838 |
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10.1002/cb.1896 |
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Wiley |
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China’s industrialisation is reshaping its younger age-generation towards increased materialism and social visibility. This is problematic because materialistic social status consumption can undermine a deeper commitment to sustainability. We evaluate this phenomenon by examining sustainable consumption buying in China, through the theories of crossvergence (valuing modernisation) and stickiness (valuing traditions). Specifically, we examine the moderation effects of Chinese age-generations, in three socio-historical periods, on this sustainability behaviour. Namely, the post-50/60s consolidation, post-70s revolution, and post-80s social reform age-generations. Utilising an online panel survey (n=981), we investigated the direct and indirect effects - via pro-environmental self-identity - of materialism, social consumption motivation, and environmental concern on these generations sustainable buying behaviours. Importantly, we found the positive direct effect of materialism on sustainability buying was significantly higher for the younger post-80s cohort, in contrast to the post-50/60s and post-70s generations. Social consumption was higher among the post-80s and post-70s generations. Environmental concern was insignificant for the post-80s, but a significantly higher influence on the post-70s generation. This suggests a new younger consumer generation is emerging, who in juxtaposition to current notions of consuming sustainably, appear to mix materialism and sustainability together to consume as green materialists. We have named this consumer group ‘enviro-materialists’. These enviro-materialists raise important questions about the currently under-researched generational underpinnings of sustainable consumption, and the macro systems within which this takes place. We propose interconnected governmental and corporate marketing interventions. These have potential to increase the sustainability behaviours of China’s enviro-materialists, whilst reducing their materialism. |
published_date |
2021-06-01T07:57:40Z |
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11.047501 |