Relationship between the dominant social paradigm, materialism and environmental behaviours in four Asian economies

Abstract

Purpose

This papers aim is to test the relationships between the Dominant Social Paradigm (DSP), materialism, environmental concern, and environmental behaviours, in four Asian economies. It examines the relationships between these constructs and identifies that the model of the relationship is applicable in regions with different cultural foundations.

Design/methodology/approach

A sample of 1,174 consumers from four Asian economies with a strong Chinese background – mainland China (364), Hong Kong (260), Taiwan (289), and Singapore (261) – were recruited through an international online panel provider. Structural equation modelling was used to test the hypothesised relationships in the proposed model.

Findings

The relationships within the model were all confirmed, with the exception of the link between the DSP and environmental concern, which was positive, which suggests that within these Asian economics there may be a realisation that consumption and the environment are intertwined. DSP was found to influence the dimensions of materialism and materialism negatively impacted on environmental concern. Environmental concern in turn increased direct and indirect environmental behaviours.

Originality/value

This research is the first to look at the application of the Dominant Social Paradigm in Asian economies and shows that it applies in that context, although the relationships do differ to those identified in past research in Western economies. The model linking the DSP, materialism, environmental concern and environmental behaviours showed that most relationships are generalisable. However, the positive relationship between the DSP and environmental concern suggests that consumers in Asian economies appear to make a connection between consumption and its environmental impacts.

Citation

Polonsky, M., Kilbourne, W. and Vocino, A. (2014), "Relationship between the dominant social paradigm, materialism and environmental behaviours in four Asian economies", European Journal of Marketing, Vol. 48 No. 3/4, pp. 522-551. https://doi.org/10.1108/EJM-07-2011-0351