Climate change risk perceptions among green conscious young consumers: implications for green commodity marketing

Abstract

Purpose This study aims to explore how young adults understand the climate change problem. It also explores whether environmental paradigms explain how young adults perceive climate change risks in their everyday green conscious behavior. Design/methodology/approach This interpretive research draws on in-depth interviews with 20 young Australians (aged between 19-25 years) who engage in green conscious behavior. Findings Three thematic categories (“non-local” climate change risk, oscillation between environmental paradigms and anthropocentric environmentalism) emerged from the data. The study finds that “non-local” climate change risk perceptions and environmental paradigms inform green conscious behavior. However, no association between environmental paradigms and climate change risk perceptions is found. The study postulates a skeletal theoretical framework for understanding the green conscious behavior of young adults. Practical implications Recommendations are provided on how to sustain young adults’ interest in environmental wellbeing and in promoting green commodities in young consumer markets. Suggestions include creating a clear awareness of climate change with a constructive or positive appeal resolving ‘non-local’ climate change risk perceptions and position green commodities as “pro-actions” or “solutions”, as opposed to “reactions”, when reaching young consumer markets. Originality/value A high level of green consciousness among young adults is recorded in recent global surveys. This green conscious young consumer segment, however, appears to be largely ignored by green commodity marketers. This study provides green commodity marketers with necessary insights to explore the opportunities that might arise in this unique market segment.

Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda

“…Paul and Rana (2012) also observed that environmental knowledge leads to green awareness and is an antecedent to purchasing intention. Green awareness positively influences green attitude (Lim et al., 2013), but expected environmental risks influence it negatively (Perera & Hewege, 2018). This risk creates a gap between the attitude and actual green purchase behaviour of consumers.…”

“…Such changes have been observed across countries such as Greece, Pakistan, Malaysia and India. Although, eco‐consciousness has increased in Asian countries, but perceived risks have restricted it in Australia and Canada (Perera & Hewege, 2018). Despite an increase in consciousness, an increase in demand for green products has not been noticed in Asian countries.…”

“…These risks act as a deterrent to the actual purchase behaviour of customers. According to Perera and Hewege (2018), these perceived risks have restricted green purchases in many countries such as; Australia, Malaysia and Canada. The correlation between perceived risk and purchase behaviour has been found weakest in Asian countries and highest in European countries (Li et al., 2020).…”

An integrated framework examining sustainable green behavior among young consumers

“…Recognized as the emerging market for green behaviors (Nguyen et al , 2018), young consumers are the target interest of this study as they are known to be receptive to change and innovation and are aware of the plight of the existing environment (Uddin and Khan, 2018). Further, proponents of environmental conservation and protection are likely to be younger (Perera and Hewege, 2018; Tong and Su, 2018), and “young consumers have substantial potential to be key stakeholders in the development of sustainable consumption patterns” (Gupta et al , 2019, p. 192). Despite being dubbed as the consumers of tomorrow, there have been limited studies on Generation Z and sustainable consumption.…”

“…Numerous negative impacts of climate change on the environment have attracted the attention of stakeholders to take intervening action to mitigate its impact (Perera and Hewege, 2018; Saleem et al , 2021; Tong and Su, 2018). Globally, initiatives are drawn up by international organizations such as the United Nations through their Sustainable Development Goals (UNSDG), which outlines 17 goals such as climate action, responsible consumption and production, sustainable cities and communities, and affordable, clean energy, among others (UNSDG, 2021).…”