Faculty of Business and Law
tinykitt
week_5_sem_v_st.pptxLast week...
To examine memory and learning processes
To review the application of the understanding of memory and learning for marketing purposes
Karolos Papadas
1
This week
To review the demands of the assignment brief
To identify potential themes which may be explored in the discussion
To identify relevant theories to assist in explaining pro-environmental behaviour
To examine journal articles and their contribution to the analysis of pro-environmental consumption
Karolos Papadas
Getting started
Using theories of consumer behaviour discuss and analyse how cultural values and social class influence pro-environmental consumption.
Karolos Papadas
Getting started…
Imagine these are the first journal articles you came across during your research for your assignment:
What do you learn from each abstract?
What key concepts will you need to investigate further?
Karolos Papadas
Our study reveals the following conclusions: First, in the Netherlands and the United States, environmental values are linked with altruistic values that are perceived as being contrary to traditional values. In Japan, Bangkok, and Manila, environmental values are linked with both traditional and altruistic values. Second, environmental values are contrary to egoistic and progressive values in all surveyed countries. Third, factors encouraging environmental actions differ by country and by type of actions.
Aoyagi-Usui, M. (2003) Pro-environmental Attitudes and Behaviours: An International Comparison Human Ecology Review, Vol. 10, No. 1, pp.23-31.
Karolos Papadas
We surveyed business students in the United States and Chile to compare three theories of pro-environmental behaviour. We examined Ajzen and Fishbein’s Theory of Reasoned Action, Schwartz’s Norm Activation Theory, and the Values-Beliefs-Norms Theory created by Stern, Dietz, Abel, Guagnano, and Kalof. We produced reliable measures for both samples. Each theory explained a significant amount of the variance in behavioural intention, although no theory clearly dominated for either the United States or Chile. However, among the variables included among these theories, the norms variable consistently produced the strongest relationship with behavioural intention.
Cordano, M. et al. (2011) A Cross-Cultural Assessment of Three Theories of Pro Environmental Behaviour: A Comparison Between Business Students of Chile and the United States Environment and Behavior 43 (5) pp.634-657.
Karolos Papadas
This paper presents the results of a cross-national study into the ecologically conscious consumer behaviour of senior consumers (aged 50+ mean age 64 years) in the UK, Germany, Japan, and Hungary. Findings suggest that there are segments of older consumers in all countries under study who demonstrate ecologically conscious consumer behaviour. The study is the first of its kind to measure actual ecologically conscious consumer behaviour in the senior market across different nations.
Sudbury-Riley, L. et al. (2012) A cross-cultural analysis of pro-environmental consumer behaviour among seniors, Journal of Marketing Management, 28, 3-4, pp.290-312.
Karolos Papadas
We review the personal and social influences on pro-environmental concern and behaviour, with an emphasis on recent research. The number of these influences suggests that understanding pro-environmental concern and behaviour is far more complex than previously thought. The influences are grouped into 18 personal and social factors.
The personal factors include childhood experience, knowledge and education, personality and self-construal, sense of control, values, political and world views, goals, felt responsibility, cognitive biases, place attachment, age, gender and chosen activities. The social factors include religion, urban–rural differences, norms, social class, proximity to problematic environmental sites and cultural and ethnic variations
We also recognize that pro-environmental behaviour often is undertaken based on none of the above influences, but because individuals have non-environmental goals such as to save money or to improve their health. Finally, environmental outcomes that are a result of these influences undoubtedly are determined by combinations of the 18 categories. Therefore, a primary goal of researchers now should be to learn more about how these many influences moderate and mediate one another to determine pro-environmental behaviour.
Gifford, R. and Nilsson, A. (2014) Personal and social factors that influence pro-environmental concern and behaviour: A review International Journal of Psychology pp.1-17.
Karolos Papadas
Abstract
Purpose – The purpose of this paper is to link national cultural values to personal pro-environmental value orientations, in order to investigate why the salience of pro-environmental value orientations differs cross-culturally. A value-based model is proposed and tested in a multinational study.
Design/methodology/approach – An empirical investigation of 1,096 consumers was conducted in five nations with a different cultural profile on the two cultural dimensions in-group collectivism and assertiveness. The paper applies multi-group structural equation modelling to test the moderating effect of culture on the impact of pro-environmental values on attitudes and subjective norms.
Findings – The study reveals that the influence of a pro-environmental value orientation differs substantially, according to national cultural values. While an ecocentric value orientation is important in the US, Canadian, German, and Australian samples which hold individualistic values, an anthropocentric value orientation is salient in the Russian sample, characterized by collectivistic values. The hypothesized influence of the national cultural value assertiveness, however, could not be established decisively.
Katja Soyez, K. (2012) How national cultural values affect pro-environmental consumer behaviour International Marketing Review, Vol. 29 Iss 6 pp.623-646.
Karolos Papadas
Note:
Each article presented possible themes for you to explore in your assignment
You need to:
Judge the relevance of each theme
Draw up a list of themes to explore cultural values and social class
Decide on the usefulness of each theme for explaining pro-sustainable consumption
Develop a logically structured, analytical discussion of those themes
Provide a balanced analysis of the contributions of theory to understanding behaviour
Karolos Papadas
Video: sustainable consumer behaviour
Watch the video and answer the following:
What do you think will be the most difficult behavioural changes that consumers may need to make in order to consumer more sustainably?
What are the barriers to behavioural change?
Product durability is mentioned – how might cultural values or social class have an effect on a consumer’s attitude towards product durability?
Propose an answer to the final question posed by the video
Karolos Papadas
