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1 – 10 of over 10000Edward Ramirez, Fernando R. Jiménez and Roland Gau
This paper aims to identify and classify consumers’ goals associated with the consumption of environmentally sustainable products. The applicability of such goals to the…
Abstract
Purpose
This paper aims to identify and classify consumers’ goals associated with the consumption of environmentally sustainable products. The applicability of such goals to the positioning of environmental products is also tested.
Design/methodology/approach
Study 1 used 62 laddering interviews to identify a hierarchical map of adoption related goals. Study 2 used a survey design (N = 152 students) to test the effects of construal-goal fit on evaluations of environmental product attributes of a hybrid car. Study 3 involved an online experiment (N = 125 consumer panellists) to test the effects of construal-goal fit on consumers’ willingness to pay a price premium (WTPP) for energy-efficient light bulbs.
Findings
A hierarchical goal map displays consumption goals attainable through environmentally sustainable products. Consumers with a chronic, high-level construal placed more importance on product attributes associated with abstract goals than those with chronic, low-level construal. This effect was stronger for males than for females. Additionally, construal-goal fit increased WTPP.
Research limitations/implications
The results suggest that marketers consider construal-goal fit to communicate the value of environmentally sustainable products. The results, however, should be replicated in other product categories and across diverse cultural settings.
Originality/value
This paper identifies and classifies the goals related to consumption of environmentally sustainable products. Additionally, it tests the effects of construal-goal fit on evaluations of environmental products, providing insights for marketers seeking to improve their promotional efforts and for public policymakers as they institute demarketing campaigns.
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Hway-Boon Ong and Shay Wei Choon
The purpose of this paper is to examine how urban dwellers engage on an environmentally friendly lifestyle. A survey was conducted in the Klang Valley, Malaysia, to establish the…
Abstract
Purpose
The purpose of this paper is to examine how urban dwellers engage on an environmentally friendly lifestyle. A survey was conducted in the Klang Valley, Malaysia, to establish the sustainable lifestyle intentions of urban dwellers.
Design/methodology/approach
A survey was conducted to establish the sustainable lifestyle intentions of urban dwellers of the Klang Valley in Malaysia. Data collected were analysed using the Cronbach’s α reliability test, the factor analysis, and multiple regression analysis.
Findings
A sustainable lifestyle has to be environmentally friendly and conforms to the community’s livelihood. Attitude towards participation of environmentally friendly lifestyle, awareness towards preservation of resources, subjective norms to engage in an environmentally friendly lifestyle, perceived environmental control and government support were the key intentions of a sustainable lifestyle of urban dwellers.
Originality/value
The current lifestyle intentions of urban dwellers in the Klang Valley have yet to be fully transformed into lifestyle behaviours that are sustainable. The local government is not strict in implementing and enforcing an environmentally friendly lifestyle that is practical and sustainable. Other than relying on the existing non-profit organisation’s fortnightly collection of recyclables, the local government can refer to the UNEP’s four E’s to initiate an efficient and sustainable production behaviour that leads to a sustainable and healthy lifestyle.
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Promoting sustainable consumption is key to global sustainable development. The current study aims to explore the impact of environmental risk perception, environmental knowledge…
Abstract
Purpose
Promoting sustainable consumption is key to global sustainable development. The current study aims to explore the impact of environmental risk perception, environmental knowledge, social pressure and health consciousness on sustainable behavior intention among millennial consumers.
Design/methodology/approach
This study used a survey method and a self-administered questionnaire to obtain data from the millennial generation. Smart partial least square (PLS) 4.0 was used to analyze data. This research used judgmental sampling and collected 596 valid responses.
Findings
The present study indicates that sustainable consumption is becoming more prevalent among millennials. The authors observed that a high level of environmental risk perception, environmental knowledge, social pressure and health consciousness are the antecedents of sustainable behavioral intention, ultimately leading to sustainable consumption behavior.
Research limitations/implications
The current study highlights the millennial generation's sustainable consumption behavior. Researchers, policymakers, scientists, managers, industry professionals and brand managers can use the research findings to establish a sustainable framework.
Originality/value
This research finds that promoting ecological consumption and environmental consciousness can help developing countries achieve environmental sustainability and ecological balance. The research findings add to the literature by offering new insights into customers' pricing perception for sustainable products and sustainable product availability toward sustainable consumption behavior in developing countries.
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Gwia Kim and Byoungho Ellie Jin
Built on the socioemotional selectivity theory, the purpose of this paper is to analyze elderly female consumers’ consumption of environmentally sustainable apparel (ESA…
Abstract
Purpose
Built on the socioemotional selectivity theory, the purpose of this paper is to analyze elderly female consumers’ consumption of environmentally sustainable apparel (ESA) according to their time perspective (TP) (expansive vs limited) and different types of advertising appeals (emotional vs rational and positive vs negative emotional appeals).
Design/methodology/approach
The study conducted a survey and experiments with 154 US female consumers who were 65 years of age or older. Data were analyzed through regression and ANCOVA.
Findings
The results showed that older female adults with an expansive TP tended to consume ESA, with their fashion consciousness moderating the results. Rational and either positive or negative emotional advertisements with environmental messages were found to encourage the higher purchase intentions of elderly consumers more effectively than advertisements with no environmental messages.
Practical implications
Apparel retailers are recommended to consider the factor of TP when encouraging environmental consumption. Environmental messages containing rational information and eliciting positive and negative emotions are suggested to promote purchase intention toward ESA among elderly consumers.
Originality/value
This study addressed an under-studied segment in ESA consumption – elderly female consumers – built on the socioemotional selective theory, and confirmed that this group’s ESA consumption can be explained by their perspective on time. In addition, this study confirmed which advertising appeals would effectively encourage their ESA consumption, and provided theoretical explanations for these findings.
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The learning environment is not a vacuum, but rather is rich in social contexts with innumerable points, interests, and beliefs. This takes one of the concepts of “social…
Abstract
Purpose
The learning environment is not a vacuum, but rather is rich in social contexts with innumerable points, interests, and beliefs. This takes one of the concepts of “social learning” which is not just a natural occurring phenomenon but also a way of organizing learning and communities of learners. Social Learning (SL) tends to refer to learning that takes place when divergent interests, norms and values of reality meet in an environment that is conducive to learning. This paper helps to determine the impact of SL forms on environmentally sustainable consumption behavior among school children.
Design/methodology/approach
After conducting an experimental study among school children, data were analyzed using ANOVA. The total sample size was 760.
Findings
SL forms as an intervention influence environmentally sustainable consumption behavior (ESCB) among school children. The findings of this paper suggest that SL techniques such as visuals had been able to positively impact the constructs like knowledge, comprehension, and application. This was very much supported by observations of children, interactions with them and the upfront support provided by school and teachers.
Research limitations/implications
Based on the result, the paper identified that although SL forms influence the ESCB, there is a need to identify the most effective SL forms having impact on ESCB.
Practical implications
This study will help marketers to understand that what type of learning forms can be used to enhance the environmentally sustainable consumption behavior among children.
Originality/value
This paper is completely an original work carried out by the author.
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Laura Salciuviene, Jūratė Banytė, Mantas Vilkas, Aistė Dovalienė and Žaneta Gravelines
This study aims to identify the effects of moral identity on consumer engagement in sustainable consumption, and discover any moderating gender effects. The authors deploy regret…
Abstract
Purpose
This study aims to identify the effects of moral identity on consumer engagement in sustainable consumption, and discover any moderating gender effects. The authors deploy regret and identity theories to propose hypotheses and explain research findings.
Design/methodology/approach
Data collection was via online survey, and analysed using partial least squares structural equation modelling to test hypotheses.
Findings
Symbolization and internalization dimensions of moral identity are positively associated with five dimensions of engagement. Moreover, the relationship between moral identity and specific dimensions of engagement in sustainable consumption is stronger among males than females.
Originality/value
This study suggests a novel mechanism in a hitherto under-researched area in the sustainability and moral identity literature, viz. consumer engagement in sustainable consumption when moral identity is present. This research also adds to current knowledge regarding gender effects in the link between the symbolization and internalization dimensions of moral identity and engagement in sustainable consumption.
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Patrick Kraus, Bernd Britzelmaier, Peter Stokes and Neil Moore
The overall goal of this chapter is to critique the purported business case for corporate social responsibility (CSR) and sustainability, which persists as a major contentious…
Abstract
Purpose
The overall goal of this chapter is to critique the purported business case for corporate social responsibility (CSR) and sustainability, which persists as a major contentious force in convincing companies to become more sustainable. Extant literature on sustainability, CSR and Socially Responsible Investments (SRIs) generally tends to focus on company perspectives decision-making and approaches. This chapter considers an alternative and under-developed perspective and examines CSR from a consumer/public perspective situated in a German context.
Design/methodology/approach
This chapter builds a comprehensive literature review and employs a research philosophical point of view underpinned by a social constructionist stance. It examines indicators and attitudes towards sustainability and sustainable consumption together with socially responsible investments and considers whether the buying patterns of German consumers may serve as a rationalisation for a potential business case for CSR and sustainability.
Findings
While the awareness of consumers of CSR in Germany towards sustainability tends to be generally relatively prima facie high, it is nevertheless noticeable that German consumers are predominately reluctant to pay a price premium for product possessing a superior sustainability performance. From the alternative lens of SRIs, rather than being a replete and widespread phenomenon, they are still largely a niche market. For these reasons, the potential for the existence of a business case for sustainability, CSR and SRIs tends in reality to be low, in spite of some populist or survey reports and perceptions.
Originality/value
The chapter links a consumer perspective with the business case for CSR. Moreover, it focuses on the German context which tends to be underrepresented in international research.
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Amélia Brandão and Ana Gonçalves da Costa
Extending the theory of planned behaviour (TPB), this paper aims to measure the relative importance of different barriers to sustainable fashion consumption (SFC).
Abstract
Purpose
Extending the theory of planned behaviour (TPB), this paper aims to measure the relative importance of different barriers to sustainable fashion consumption (SFC).
Design/methodology/approach
Existing studies have mainly adopted a qualitative methodology for identifying barriers to uptake of SFC, this study uses six of the main identified barriers: environmental apparel knowledge, perceived value, price sensitivity, product attributes and variety, availability and scepticism into the TPB framework to test and reveal which barriers have the greater impact on the TPB cognitions and consequently on building intention towards SFC. To test this model a survey study among 669 consumers from Europe, Asian and North America was conducted, structural equation modelling is used to test the research hypotheses.
Findings
Findings confirm the role of TPB cognitions on predicting intention and show that the proposed barriers provide a satisfactory explanation of the TPB model. Furthermore, results show that product attributes and variety and environmental apparel knowledge have the greatest impact on the TPB cognitions and on building intention towards SFC. Differences were found between the impacts of the price for the three continents.
Originality/value
This research contributes to the emerging sustainable fashion literature by examining the impact of different barriers to SFC in an extended TPB framework. To the best of our knowledge price sensitivity, availability and scepticism have never been studied in the context of sustainable fashion. It also provides a multifactor group analysis which uncovers differences among consumers from different continents.
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Maria Papadopoulou, Ioanna Papasolomou and Alkis Thrassou
Adding to competitive dynamics and sustainability literature, this paper aims to examine the implementation of environmental protection and sustainability initiatives within the…
Abstract
Purpose
Adding to competitive dynamics and sustainability literature, this paper aims to examine the implementation of environmental protection and sustainability initiatives within the European fast-fashion clothing industry from the perspectives of Generation X and Y consumers. The study primarily investigates whether consumers’ level of environmental consciousness impacts their purchase decisions and consumption behaviour and the consequent strategic competitiveness effects on businesses.
Design/methodology/approach
The methodological approach relied on multiple data collection methods. In the first stage of the study, the researchers analysed the content of the official websites of two of Europe’s leading fashion firms. In the second stage, a quantitative research approach was aimed at revealing the perceptions, attitudes and purchase behaviour of Generation X and Y consumers towards the two fashion houses and their brands.
Findings
Although European fashion manufacturers invest in sustainability and engage in environmental protection, their marketing efforts need to be more effectively managed and targeted towards their target consumer markets. The level of engagement and sensitivity of each generational group towards sustainability issues varies. Each group’s environmental consciousness, motivation and response is shaped by distinct characteristics, which, in turn, create implications for the effectiveness of sustainability efforts towards differentiation and competitiveness. Overall, consumers engage in environmental initiatives but ignore the corporate initiatives pursued by the two fashion firms and did not view them as sustainable brands.
Originality/value
The study explores the effectiveness of sustainability and environmental protection orientation as business competitive strategies in the light of environmental turbulence and social changes impacting the fast-fashion clothing industry and its relationships with its consumer markets.
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Marigold G. Castaneda, Carmelita P. Martinez, Rodilina Marte and Banjo Roxas
The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of…
Abstract
Purpose
The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of consumers. The authors draw on the behavioural perspective model (BPM) of consumer behaviour and social capital theory in arguing that social capital shapes a consumer’s knowledge of environmental issues and pro-environmental attitudes, which in turn influence a consumer’s perceived capability to engage in eco-behaviour.
Design/methodology/approach
This study uses partial least squares approach to structural equation modelling of survey data involving 1,044 consumers in the Philippines. It involves testing of a measurement model to examine the validity and reliability of the constructs used in the study. This is followed by testing of the structural models to test the hypothesised relationships of the constructs.
Findings
The results suggest the substantive influence of social capital on environmental knowledge, pro-environmental attitudes and eco-capability. Both knowledge and attitudes have positive effects on eco-capability, which in turn positively shapes eco-behaviour.
Research limitations/implications
Future studies can examine how social capital as a multi-dimensional construct impacts context-specific consumer behaviour.
Practical implications
Social and environmental marketing may focus on social network activation to encourage eco-behaviours of consumers.
Social implications
Findings highlight the role of social capital within one’s community as a resource channel to encourage environmentally responsible consumer behaviour.
Originality/value
The study extends the BPM by offering a social capital view as a more nuanced explanation of consumer eco-behaviour.
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