How cultural values influence sustainable consumption behavior? An empirical investigation in a non‐Western context

Abstract

The current study aims to investigate the role of cultural values in shaping Sustainable consumption behavior in a non-Western setting. The primary data on cultural orientation and consumption of Information and Communication Technology (ICT) products is collected from about 347 Indian consumers. Four consumption culture dimensions-Environmental Fatalism, Comfort-centric Outlook, Spiritual Outlook, and Techno-criticism-were derived from primary data using factor analysis. Consumption culture dimensions are shown to have a direct influence on sustainable consumption behavior and indirect influence through personal environmental stewardship. Environmental Fatalism and Comfort-centric Outlook showed negative relationship, while Spiritual Outlook had a positive relationship with Sustainable Consumption Behavior-Techno-criticism was found to be insignificant. Further analysis revealed that Personal Environmental Stewardship partially mediates the relationship between consumption culture dimensions and sustainable consumption behavior. The study findings extend the existing theoretical knowledge by offering a model that can be leveraged to validate the influence of cultural variables, including general attitudes toward waste and technology, on sustainable consumption behavior of high environmental impacts and spanning multiple consumption phases. Results from our study provide practical insights for educators, marketers, campaign managers and religious leaders to develop pedagogical practice and design culturallyrelevant messaging to activate norms relevant for pro-environmental behaviors. The current study is among the first to focus on (i) an impact-based operationalization of sustainable consumption behavior and (ii) the consumption area of electronics. Further, the current study also contributes to a rather nascent stream of research embedded in non-Western contexts.

Enhancing stakeholder engagement in sustainable forest management: A multi‐domain comparative analysis of forest‐related beliefs, values, and behaviors of Canadian Aboriginal and non‐Aboriginal groups

“…Theories like the Norm Activation Model (Schwartz, 1977), the Cognitive Hierarchy Theory (Fulton et al, 1996), and the Value‐Belief‐Norm (VBN) theory (Stern, 2000), are premised on the unidirectional linear causality from held values to PEBs. These held values, which are internalized and culturally influenced, serve as the basis for environment‐related attitudes and beliefs (Mi et al, 2020; Vighnesh et al, 2023). These attitudes and beliefs further influence individual and social norms, which determine which type of behavior is desired, and finally guide behaviors.…”

Green climate and pro‐environmental behavior: Addressing attitude‐behavior gaps towards promoting sustainable development

“…In recent years, global climate change and pollution are unprecedentedly on the rise culminating in dire environmental impact, threatening further the sustainable development of human society (Čábelková et al, 2022; Nguyen et al, 2019; Osuntuyi & Lean, 2023). There is therefore vast concerns from governments, government agencies, businesses, and key stakeholders in various countries about these environmental repercussions, and hence substantial mitigation efforts drawn towards addressing these challenges (Morren & Grinstein, 2016; Vighnesh et al, 2022; Xianchuan Yang et al, 2020). Over the last four decades, China has witness rapid economic development and higher standard living accompanied with environmental issues (Li et al, 2019; Xisi Yang & Weber, 2019).…”

A model for sustainable development of the ship recycling industry: Empirical evidence from China

“…However, this is a hazardous and labor‐intensive industry in which the workers are exposed to a series of hazardous materials and dangerous operations that may cause environmental pollution, occupational health and safety issues (ILO, 2004; OSHA, 2010), and resulting in accidents, illness, and even death (Wu et al, 2015). To address these concerns, collective efforts have to be initiated (Čábelková et al, 2022; Farooq et al, 2020; Osuntuyi & Lean, 2023; Vighnesh et al, 2023). Legislative efforts have been made globally, such as the Hong Kong Convention (IMO Recycling of Ships, 2009) and the European Union Ship Recycling Regulation (EU SRR, 2013), among others, to protect workers and the environment during ship recycling activities (Alcaide et al, 2017; Devaux & Nicolaï, 2020).…”