IDEAS home Printed from https://ideas.repec.org/a/bla/bstrat/v32y2023i8p5174-5186.html
   My bibliography  Save this article

Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion

Author

Listed:
  • Rambabu Lavuri
  • Umair Akram
  • Zubair Akram

Abstract

The paper examines the sustainable consumption behavior of two emerging countries, China and India. The conceptual framework incorporates egoistic value, social consumption motivation, altruistic values (stimulus factors), pro‐environmental self‐identity, attitude (mediators and organism factors), sustainable consumption behavior (response factor), and environmental protection emotion as a moderating factor, using stimulus‐organism‐response theory. We collected 658 original survey data from China (n = 337) and Indian (n = 321) customers via convenience and purposive sampling methods and analyzed the data with structural equation modeling. Intriguingly, the results show that (a) stimulus factors such as egoistic and altruistic values and social consumption motivation had a positive influence on pro‐environment self‐identity and attitude and sustainable consumption behavior in both countries, (b) pro‐environment self‐identity had a positive effect on the attitude of both countries' consumers (c) while mediation factors (pro‐environment self‐identity and attitude) had a significantly positive mediation relationship between stimulus and response factors, and (d) environmental protection emotion significantly moderated the relationship between stimulus, organism factors, and response factors of two countries. The study contributes to the current body of knowledge in sustainable marketing by examining the rapidly growing phenomenon of sustainable consumer behavior in two Asian countries.

Suggested Citation

  • Rambabu Lavuri & Umair Akram & Zubair Akram, 2023. "Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5174-5186, December.
    • Handle: RePEc:bla:bstrat:v:32:y:2023:i:8:p:5174-5186
    DOI: 10.1002/bse.3411
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/bse.3411
    Download Restriction: no
    File URL: https://libkey.io/10.1002/bse.3411?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Tewari, Alok & Mathur, Smriti & Srivastava, Smriti & Gangwar, Divya, 2022. "Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Grappe, Cindy G. & Lombart, Cindy & Louis, Didier & Durif, Fabien, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    4. Connie R. Bateman & Sean R. Valentine, 2021. "Consumers’ Personality Characteristics, Judgment of Salesperson Ethical Treatment, and Nature of Purchase Involvement," Journal of Business Ethics, Springer, vol. 169(2), pages 309-331, March.
    5. de Groot, Rudolf & Brander, Luke & van der Ploeg, Sander & Costanza, Robert & Bernard, Florence & Braat, Leon & Christie, Mike & Crossman, Neville & Ghermandi, Andrea & Hein, Lars & Hussain, Salman & , 2012. "Global estimates of the value of ecosystems and their services in monetary units," Ecosystem Services, Elsevier, vol. 1(1), pages 50-61.
    6. Ou, Yi-Chun & Verhoef, Peter C., 2017. "The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers," Journal of Business Research, Elsevier, vol. 80(C), pages 106-115.
    7. Akram, Umair & Ansari, Aisha Rehman & Fu, Guoqun & Junaid, Muhammad, 2020. "Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    8. Abhijit V. Banerjee & Esther Duflo, 2007. "The Economic Lives of the Poor," Journal of Economic Perspectives, American Economic Association, vol. 21(1), pages 141-168, Winter.
    9. Verma, Vivek Kumar & Chandra, Bibhas & Kumar, Sumit, 2019. "Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention," Journal of Business Research, Elsevier, vol. 96(C), pages 206-216.
    10. Zou, Lili Wenli & Chan, Ricky Y.K., 2019. "Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology," Journal of Business Research, Elsevier, vol. 94(C), pages 113-127.
    11. Cindy Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Post-Print hal-04293232, HAL.
    12. Chou, Szu-Yu & Shen, George C. & Chiu, Hung-Chang & Chou, Yu-Tsun, 2016. "Multichannel service providers' strategy: Understanding customers' switching and free-riding behavior," Journal of Business Research, Elsevier, vol. 69(6), pages 2226-2232.
    13. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    14. Frommeyer, Britta & Wagner, Elisa & Hossiep, C. Richard & Schewe, Gerhard, 2022. "The utility of intention as a proxy for sustainable buying behavior – A necessary condition analysis," Journal of Business Research, Elsevier, vol. 143(C), pages 201-213.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Prakash, Gyan & Choudhary, Sangita & Kumar, Anil & Garza-Reyes, Jose Arturo & Khan, Syed Abdul Rehman & Panda, Tapan Kumar, 2019. "Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 163-169.
    2. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    3. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    4. Alyahya, Mansour & Agag, Gomaa & Aliedan, Meqbel & Abdelmoety, Ziad H., 2023. "A cross-cultural investigation of the relationship between eco-innovation and customers boycott behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Ihsan Ullah Jan & Seonggoo Ji & Chankoo Yeo, 2019. "Values and Green Product Purchase Behavior: The Moderating Effects of the Role of Government and Media Exposure," Sustainability, MDPI, vol. 11(23), pages 1-16, November.
    6. Yong Ming Wang & Hafiz Muhammad Fakhar Zaman & Abdul Khaliq Alvi, 2022. "Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust," SAGE Open, , vol. 12(2), pages 21582440221, June.
    7. Gleim, Mark R. & McCullough, Heath & Sreen, Naman & Pant, Logan G., 2023. "Is doing right all that matters in sustainability marketing? The role of fit in sustainable marketing strategies," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    8. Moon-Yong Kim & Minhee Son, 2021. "What Determines Consumer Attitude toward Green Credit Card Services? A Moderated Mediation Approach," Sustainability, MDPI, vol. 13(19), pages 1-18, September.
    9. Habib Alipour & Farzad Safaeimanesh & Arezoo Soosan, 2019. "Investigating Sustainable Practices in Hotel Industry-from Employees’ Perspective: Evidence from a Mediterranean Island," Sustainability, MDPI, vol. 11(23), pages 1-30, November.
    10. Farzana Sharmin & Mohammad Tipu Sultan & Daniel Badulescu & Alina Badulescu & Afrodita Borma & Benqian Li, 2021. "Sustainable Destination Marketing Ecosystem through Smartphone-Based Social Media: The Consumers’ Acceptance Perspective," Sustainability, MDPI, vol. 13(4), pages 1-24, February.
    11. Rambabu Lavuri & Abhinav Jindal & Umair Akram & Bhukya Koteswara Rao Naik & Alrence Santiago Halibas, 2023. "Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(1), pages 280-291, February.
    12. Kumar, Prashant & Utkarsh,, 2023. "Effects of in-store information quality and store credibility on consumer engagement in green retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    13. Shehawy, Yasser Moustafa, 2023. "In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    14. Nketiah, Emmanuel & Song, Huaming & Obuobi, Bright & Adu-Gyamfi, Gibbson & Adjei, Mavis & Cudjoe, Dan, 2022. "Citizens' willingness to pay for local anaerobic digestion energy: The influence of altruistic value and knowledge," Energy, Elsevier, vol. 260(C).
    15. Erni Rusyani & Rambabu Lavuri & Ardi Gunardi, 2021. "Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior," Sustainability, MDPI, vol. 13(9), pages 1-12, April.
    16. Sajjad Ahmad Afridi & Wajid Khan & Maqsood Haider & Asad Shahjehan & Bilal Afsar, 2021. "Generativity and Green Purchasing Behavior: Moderating Role of Man-Nature Orientation and Perceived Behavioral Control," SAGE Open, , vol. 11(4), pages 21582440211, October.
    17. De Beule, Filip & Klein, Martin & Verwaal, Ernst, 2020. "Institutional quality and inclusive strategies at the base of the pyramid," Journal of World Business, Elsevier, vol. 55(5).
    18. Jaya Jumrani & P. S. Birthal, 2017. "Does consumption of tobacco and alcohol affect household food security? Evidence from rural India," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 9(2), pages 255-279, April.
    19. Yoon, Junghyun & Lee, Hee Yong & Dinwoodie, John, 2015. "Competitiveness of container terminal operating companies in South Korea and the industry–university–government network," Transportation Research Part A: Policy and Practice, Elsevier, vol. 80(C), pages 1-14.
    20. Sousa, Carlos M.P. & Bradley, Frank, 2008. "Antecedents of international pricing adaptation and export performance," Journal of World Business, Elsevier, vol. 43(3), pages 307-320, July.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:bstrat:v:32:y:2023:i:8:p:5174-5186. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-0836 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.