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Advancing sustainable consumption in the UK and China: The mediating effect of pro-environmental self-identity / Janine Dermody, Stuart Hanmer-Lloyd, Nicole Koenig-Lewis, Anita Zhao

Journal of Marketing Management, Volume: 31, Issue: 13-14, Pages: 1472 - 1502

Swansea University Author: Anita Zhao

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DOI (Published version): 10.1080/0267257X.2015.1061039

Abstract

Paper accepted for publication (forthcoming). This paper takes a more holistic lens to investigate the roles of materialism, environmental concern, social consumption motivation, pro-environmental self-identity in affecting sustainable consumption behaviours among British and Chinese consumers. An o...

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Published in: Journal of Marketing Management
Published: 2015
Online Access: http://www.tandfonline.com/doi/abs/10.1080/0267257X.2015.1061039?journalCode=rjmm20#.Vd-IhX3m7fC
URI: https://cronfa.swan.ac.uk/Record/cronfa21595
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Abstract: Paper accepted for publication (forthcoming). This paper takes a more holistic lens to investigate the roles of materialism, environmental concern, social consumption motivation, pro-environmental self-identity in affecting sustainable consumption behaviours among British and Chinese consumers. An online panel survey was adopted. Pro-environmental self-identity is examined as a mediator between the above mentioned antecedents and sustainable consumption behaviours. Signifiant differences are identified between the two countries. We offer several possible explanation to the findings and discuss marketing strategies.
Keywords: East-West cultures, environmental concern, materialism and social consumption motivation, pro-environmental self-identity, sustainable consumption, sustainability marketing
College: School of Management
Issue: 13-14
Start Page: 1472
End Page: 1502