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

Anita Zhao Orcid Logo, Janine Dermody Orcid Logo, Nicole Koenig-Lewis Orcid Logo, Stuart Hanmer-Lloyd

Journal of Consumer Behaviour, Volume: 23, Issue: 2, Pages: 1014 - 1031

Swansea University Author: Anita Zhao Orcid Logo

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DOI (Published version): 10.1002/cb.2261

Abstract

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 an...

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Published in: Journal of Consumer Behaviour
ISSN: 1472-0817 1479-1838
Published: John Wiley & Sons. Inc. 2024
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa64551
Abstract: 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 reveals 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.
College: Faculty of Humanities and Social Sciences
Issue: 2
Start Page: 1014
End Page: 1031

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