A comparison of New Zealand and Chinese consumers’ pro-environmental attitudes and behaviours.
Degree GrantorUniversity of Canterbury
Degree NameMaster of Commerce
In recent years, environmental issues are raising public awareness around the globe, such as finite resources, climate change, destroyed eco-systems, pollutions, and toxic waste (World Bank, 2015b). People have seen and recognised the direct impact on the environment from their consumption behaviour and activities (Gan, Wee, Ozanne, & Kao, 2008). Also, researchers have conducted valuable scientific studies and suggested a change of current unsustainable consumption to reduce the negative impact for future well-being (European Environment Agency, 2015). Most prior research has focused on general consumer behaviour, behavioural intentions, and willingness to pay; or they have focused on green consumer behaviour for a single behaviour type or single product category in more-developed economies. A gap exists in the literature with regards to understanding green consumers’ attitudes and actual behaviours, and understanding consumers from outside the developed Western cultures. The aim of this research is to explore and compare green consumers’ pro-environmental attitudes and actual behaviours, including both New Zealand and Chinese green consumers. An exploratory qualitative and grounded theory approach were adopted. Twenty green consumers were interviewed in Christchurch for this research, and their pro-environmental activities and green purchasing behaviour were investigated. This study found two influencers affect consumers’ attitudes; they are important life events and knowledge. Three motivational factors were identified; they are the environmental concern, personal benefits, and a sense of environmental responsibility and obligation. Several consumption barriers and strategies were explored in relation to green purchasing behaviour. The motivation for repetitive purchasing behaviour was also explored. A Green Consumer Consumption Model was developed and provided. In addition, several cultural differences were found between New Zealand and Chinese green consumers. This research contributes to consumer behaviour and green marketing literature. Also, this research could provide practical insights for manufacturers, green marketers, and policymakers; those insights could be used as valuable feedback to help them develop effective marketing strategies and policies and to bring value-return in the long-term view.