Journal Article

Cultivating sustainable consumption : the role of harmonious cultural values and pro-environmental self-identity


This paper investigates the connections between harmonious cultural values, pro-environmental self-identity and consumers’ sustainable consumption behaviours spanning acquisition, usage and disposal. It evaluates the relevance of Chinese cultural values that purport harmony between humans, nature and society i.e. man-nature orientation and horizontal/vertical dimensions of individualism-collectivism. The results from the online survey with 503 urbanised Chinese reveals these values disparately influence this consumption. Despite the limited direct behavioural effect of these harmonious values, pro-environmental self-identity plays an important role in mediating their indirect effects on the five behaviours. This paper therefore extends theorisation of the values-identity-behaviour relationship from a cultural-values orientation perspective. It offers new insights to understand urbanised Chinese consumers sustainable consumption behaviours.

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

Oxford Brookes departments

Oxford Brookes Business School


Year of publication: 2023
Date of RADAR deposit: 2023-09-19

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License

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