The influence of satisfaction with life, social contribution and environmental well-being on conscientious consumer decision-making in the South African emerging economy

Abstract

Emerging economies harbour increasing consumption patterns with detrimental social and environmental consequences. This study postulated that satisfaction with life determines consumers' social contribution and environmental well-being (as sub-dimensions of their overall subjective well-being), which in turn contribute to their conscientious decisionmaking, especially regarding resource-intensive white goods. Acquiring such goods necessitates conscious thought surrounding the future implications of its use. A nonprobability purposive sampling approach yielded a sample of 320 middle-to high-income consumers who were acquiring appliances. Structural equation modelling was performed on the survey data. Satisfaction with life was found to be an equally strong determinant of social contribution and environmental well-being. In turn, environmental well-being was the strongest predictor of respondents' consideration for future environmental consequences in their decision-making. However, more attention is needed to improve consumers' satisfaction with life and their subjective.

The role of social marketing in promoting quality of life through the lens of sustainable consumption

“…However, the approach that social marketing has undertaken to promote sustainable consumption and improved QoL were of key importance, and in particular, identifying research to this end that incorporated the SCT. While these were the guiding constructs used to obtain relevant literature, two theoretical frameworks, Bandura’s (1986) SCT and Christie’s (2018) Nested Model of QoL, were merged to provide social marketers with insight on how they can directly influence consumer’s behaviour through cognitive and environmental factors. By conducting a thorough analysis and detailed review of these two particular theories, the authors conceptualised a holistic framework that captures the essence of social cognition, particularly from an emerging economy’s perspective where the emphasis is on the creation of material wealth and the growth of the economy, with a drive towards a more sustainable future.…”

“…Social inequality is closely related to “relative deprivation” (RD), which refers to the subjective experience of being socially or economically deprived compared to peers (Balsa et al , 2013; Wickham et al , 2014). This is (somewhat ironically) particularly evident amongst affluent consumers in South Africa, who feel a sense of deprivation towards their social peers in terms of material wealth (Christie, 2018).…”

“…Christie’s (2018) Nested Model of QoL propositions conscientious consumer decision-making that rather takes into account consideration of future consequences on an economic, social and environmental level to promote QoL as opposed to unsustainable, hedonic pursuits of momentary, materialistic happiness. However, the review argues that this model should be re-evaluated and should be promoted and supported from a social marketing perspective to achieve actual behaviour change.…”

“…Bandura (2001) elaborates that the capacity to exercise control over one’s QoL is the essence of humanness, and people are producers as well as products of social systems. In light of this assumption, this theory is merged with Christie’s (2018) Nested Model of QoL, which emphasises a pursuit towards conscientious consumption to promote eudaimonia (and thereby increase QoL) through a consideration of economic, social and environmental factors, rather than an unsustainable pursuit of immediate gratification and momentary happiness.…”

“…The basic premise underlying the conceptual model is eudaimonia, the long-term subjective well-being of consumers, as a result conscientious consumption practices. The authors integrate Bandura's Social Cognitive Theory (1986) and Christie's Nested model of Quality of Life (2018) and presents the Social Cognitive Model of Quality of Life.…”