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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
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spelling 2025-06-18T16:19:44.7763290 v2 64551 2023-09-15 Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity ea60dfdee64a02b6d5536c75f2575a00 0000-0003-2957-8300 Anita Zhao Anita Zhao true false 2023-09-15 CBAE 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. Journal Article Journal of Consumer Behaviour 23 2 1014 1031 John Wiley & Sons. Inc. 1472-0817 1479-1838 10 3 2024 2024-03-10 10.1002/cb.2261 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University SU Library paid the OA fee (TA Institutional Deal) Swansea University 2025-06-18T16:19:44.7763290 2023-09-15T11:34:59.6681164 Faculty of Humanities and Social Sciences School of Management - Marketing Anita Zhao 0000-0003-2957-8300 1 Janine Dermody https://orcid.org/0000-0002-0399-398X 2 Nicole Koenig-Lewis https://orcid.org/0000-0002-3931-6657 3 Stuart Hanmer-Lloyd 4 64551__28697__c6e5f01286bb4784ae6b849501f7b726.pdf 64551.VOR.pdf 2023-10-04T11:01:28.3426162 Output 1433148 application/pdf Version of Record true © 2023 The Authors. Journal of Consumer Behaviour published by John Wiley & Sons Ltd. Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0). true eng https://creativecommons.org/licenses/by/4.0/
title Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity
spellingShingle Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity
Anita Zhao
title_short Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity
title_full Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity
title_fullStr Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity
title_full_unstemmed Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity
title_sort Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity
author_id_str_mv ea60dfdee64a02b6d5536c75f2575a00
author_id_fullname_str_mv ea60dfdee64a02b6d5536c75f2575a00_***_Anita Zhao
author Anita Zhao
author2 Anita Zhao
Janine Dermody
Nicole Koenig-Lewis
Stuart Hanmer-Lloyd
format Journal article
container_title Journal of Consumer Behaviour
container_volume 23
container_issue 2
container_start_page 1014
publishDate 2024
institution Swansea University
issn 1472-0817
1479-1838
doi_str_mv 10.1002/cb.2261
publisher John Wiley & Sons. Inc.
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Marketing{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Marketing
document_store_str 1
active_str 0
description 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.
published_date 2024-03-10T05:15:23Z
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score 11.089386

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