An Alternative Theoretical Discussion on Cross-Cultural Sustainable Consumption

Abstract

The interest regarding sustainable consumption has increased around the world, and several international institutions and organizations have highlighted the emergency that society needs to face from this century onwards. Sustainable consumption involves many factors other than individual behaviour, which usually leads to a cross-national focus to explain differences and similarities among countries. Cross-cultural investigations have emerged under the widespread context of sustainability, but how they can contribute to clarify sustainable consumption behaviour is as yet an incipient discussion. On this basis, and considering previous literature about value dimensions, the theory of planned behaviour (TPB), and the value-belief-norm theory (VBN), this paper undertakes a theoretical discussion drawing upon previous empirical research and proposes a new, alternative and complementary point of view. We address how cultural elements can influence values and, in turn, sustainable behaviour. Moreover, we argue that beliefs could be a key driver of sustainable intention, as the intention formed by attitude, perceived behavioural control and subjective norms does not explicate sustainable consumption by itself. Ultimately, this study combines various concepts in a wider discussion about cross-cultural sustainable consumption, a holistic perspective to investigate sustainable consumption across countries.

Green consumption: Closing the intention‐behavior gap

“…This study thus makes several contribution to the literature. First, the results from this study help explain the attitude‐behavior gap in green consumption behavior: why consumers may have an intention to behave in an environmentally friendly way but then do not engage in the actual behaviors (Ceglia et al, ; Hanss et al, ; Peattie, , p. 213). By identifying the factors hindering or facilitating the relationship between the behavioral intention and actual behavior, marketers then can fine‐tune their marketing strategies for green products.…”

“…Among the models used to explain consumption behavior, the theory of reasoned action (TRA) and its extension, the theory of planned behavior (TPB), have been applied most often and shown to provide valid evidence (Ceglia, de Oliveira Lima, & Leocádio, ; Hanss et al, ; Peattie, ). However, one notable and recurring theme in this stream of research is the “attitude‐behavior” gap, which reflects the fact that “environmental knowledge and strongly held pro‐environmental values, attitudes, and intentions frequently fail to translate into green purchasing and other pro‐environmental behavior in practice” (Peattie, , p. 213; see also Ceglia et al, ; Hanss et al, ). Evidence for the gap has been recorded in different countries, including the UK (Young, Hwang, McDonald, & Oates, ), Canada (Durif, Roy, & Boivin, ) and China (Lee, ).…”

Who Cares About Product Sustainability Information at the Moment of Purchase? Consumer Evidence from Three Countries

“…Moreover, it is acknowledged that sustainable consumption is a multifaceted and complex phenomenon that is seen to be driven also by contextual and cultural factors (Milfont and Markowitz, ; Nair and Little, ; Ceglia et al ., ). However, as stated by Milfont and Markowitz (), contextual factors (such as cultural norms, and availability of low‐impact alternatives) and their impact on sustainable consumption are often lacking from studies that have analysed sustainable consumption at the individual level.…”

Stakeholder engagement in green place branding: A focus on user‐generated content

“…(Ceglia, Lima, Henrique, & Leocádio, 2015). Accordingly, this study provides empirical evidence that organizations and institutions should encourage activities for the participation of people surrounding the cities (i.e., tourists and residents) to generate valuable content on social media to promote the green aspects of the city in an integrated marketing communication strategy perspective.…”

“…Accordingly, this study provides empirical evidence that organizations and institutions should encourage activities for the participation of people surrounding the cities (i.e., tourists and residents) to generate valuable content on social media to promote the green aspects of the city in an integrated marketing communication strategy perspective. (Ceglia, Lima, Henrique, & Leocádio, 2015). Future studies should focus on other countries in order to determine whether or not cultural factors affect attitudes toward certain cities.…”