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Appraising the influence of pro-environmental self-identity on sustainable consumption buying and curtailment in emerging markets: Evidence from China and Poland

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  • Dermody, Janine
  • Koenig-Lewis, Nicole
  • Zhao, Anita Lifen
  • Hanmer-Lloyd, Stuart

Abstract

Understanding sustainable consumption buying and curtailment behavior in emerging markets is limited, yet this knowledge is vital to the future of these economies. The newer conceptualization of pro-environmental self-identity (PESI), as environmentally-friendly dynamic-self, can significantly inform comprehension of these behaviors, and strengthen them. Utilizing intra-personal influences and situational cueing, this paper appraises the influence of PESI on the sustainable buying and curtailment behaviors of consumers in China and Poland. Surveying these consumers, PESI was confirmed as a significant influence on their buying and curtailment behaviors. Contextual and behavioral distinctions also emerged, highlighting a buying emphasis in China and curtailment orientation in Poland. Notably, PESI was found to be multi-activated by situational cueing, moral responsibility, assessment, social desirability, tinted by consumer effectiveness and knowledge. Important implications arise for eco-innovation and buying and curtailment policy-making in emerging markets. PESI consumers have a potential active stakeholder role in this innovation and policy development.

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  • Dermody, Janine & Koenig-Lewis, Nicole & Zhao, Anita Lifen & Hanmer-Lloyd, Stuart, 2018. "Appraising the influence of pro-environmental self-identity on sustainable consumption buying and curtailment in emerging markets: Evidence from China and Poland," Journal of Business Research, Elsevier, vol. 86(C), pages 333-343.
    • Handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:333-343
    DOI: 10.1016/j.jbusres.2017.09.041
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    7. Jin Xiao & Ling Xie & Muhammad Faisal Shahzad & Jamshed Khan Khattak, 2020. "The Moderating Role of Product Type in Network Buying Behavior," SAGE Open, , vol. 10(2), pages 21582440209, May.
    8. Heleen Dreyer & Nadine Sonnenberg & Daleen Van der Merwe, 2022. "Transcending Linearity in Understanding Green Consumer Behaviour: A Social–Cognitive Framework for Behaviour Changes in an Emerging Economy Context," Sustainability, MDPI, vol. 14(22), pages 1-27, November.
    9. Magdalena Grębosz-Krawczyk & Agnieszka Zakrzewska-Bielawska & Sylwia Flaszewska, 2021. "From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention," Energies, MDPI, vol. 14(18), pages 1-17, September.
    10. Li Wang & Feng Wei & Xin-an Zhang, 2019. "Why Does Energy-Saving Behavior Rise and Fall? A Study on Consumer Face Consciousness in the Chinese Context," Journal of Business Ethics, Springer, vol. 160(2), pages 499-513, December.
    11. Duong Cong Doanh & Katarzyna Gadomska-Lila & Le Thi Loan, 2021. "Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(4), pages 935-971, December.
    12. Anwar, Muhammad Azfar & Dhir, Amandeep & Jabeen, Fauzia & Zhang, Qingyu & Siddiquei, Ahmad Nabeel, 2023. "Unconventional green transport innovations in the post-COVID-19 era. A trade-off between green actions and personal health protection," Journal of Business Research, Elsevier, vol. 155(PA).
    13. Nosica RIZKALLA & PURNAMANINGSIH & Trihadi Pudiawan ERHAN, 2019. "A study of Curtailment Behaviour in the Context of University Students in Indonesia: The Role of Values and Norms," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 4(2), pages 1-13, June.
    14. Farman Afzal & Yunfei Shao & Muhammad Sajid & Fahim Afzal, 2019. "Market Sustainability: A Globalization and Consumer Culture Perspective in the Chinese Retail Market," Sustainability, MDPI, vol. 11(3), pages 1-24, January.
    15. Saleh Md Arman & Cecilia Mark-Herbert, 2022. "Ethical Pro-Environmental Self-Identity Practice: The Case of Second-Hand Products," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    16. Confente, Ilenia & Scarpi, Daniele & Russo, Ivan, 2020. "Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value," Journal of Business Research, Elsevier, vol. 112(C), pages 431-439.
    17. Małgorzata Niklewicz-Pijaczyńska & Elżbieta Stańczyk & Anna Gardocka-Jałowiec & Zofia Gródek-Szostak & Agata Niemczyk & Katarzyna Szalonka & Magdalena Homa, 2021. "A Strategy for Planned Product Aging in View of Sustainable Development Challenges," Energies, MDPI, vol. 14(22), pages 1-20, November.
    18. Diletta Acuti & Marta Pizzetti & Sara Dolnicar, 2022. "When sustainability backfires : A review on the unintended negative side-effects of product and service sustainability on consumer behavior," Post-Print hal-04381310, HAL.

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