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Determinants of pro‐environmental consumption intention in rural China: The role of traditional cultures, personal attitudes and reference groups
Author(s) -
Wang Xingdong,
Tu Ming,
Yang Rong,
Guo Jinyong,
Yuan Zhimei,
Liu Wenxing
Publication year - 2016
Publication title -
asian journal of social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.5
H-Index - 49
eISSN - 1467-839X
pISSN - 1367-2223
DOI - 10.1111/ajsp.12142
Subject(s) - collectivism , psychology , china , consumption (sociology) , affect (linguistics) , social psychology , rural area , cognition , geography , sociology , political science , individualism , social science , archaeology , communication , neuroscience , law
This study aimed to identify social‐psychological predictors of pro‐environmental consumption intention in rural China. To this end, a proposed conceptual model was tested by analyzing the survey data derived from 972 rural respondents in Jiangxi province in south‐eastern China. Results showed that the endorsement of traditional cultures (man–nature orientation and collectivism) was linked with pro‐environmental consumption behaviuor, but was mediated by intentions. Personal attitudes (environmental cognition and environmental affect) and reference groups influenced both intention and behaviour. The results also provided good evidence of the intention–behaviour relationship. These findings provided a better understanding of the process in which Chinese rural residents developed their pro‐environmental consumption behaviours.