Abstract
As part of sustainable development, more attention is being placed on consumer behavior. Revised economic models have resulted in an understanding of the need for a circular economy. In this perspective, the consumer is not merely the buyer of the product but also a seller in consumer-to-consumer (C2C) activities, here referred to as re-commerce. In this qualitative study, researchers conducted in-depth interviews of 32 respondents from two countries who had second-hand product trading experience on Facebook. The study uses thematic content analysis to analyze the themes of ethical pro-environmental self-identity (PESI) practices in the respondents’ everyday lives. In this study, challenges relating to understanding conditions for fruitful re-commerce are framed in a social practice theory. Focus is placed on ethical pro-environmental self-identity in the context of selling or buying products in Bangladesh and Sweden. The contributions of this study relate to consumer perspectives on what enables re-commerce for six selected product categories. The study also points to the importance of social media and context-bound differences between product groups as well as individuals in two national contexts.
Highlights
Environmental protection is considered the most impactful activity in the current vulnerable world where planetary boundaries are at stake
pro-environmental self-identity (PESI) practices on Facebook to ensure the circular economy is presented in three elements of Social Practice Theory
Competences in a circular economy relate to technical aspects (Facebook and re-commerce concepts), an understanding of characteristics of products, and a psychological understanding of consumer behavior
Summary
Environmental protection is considered the most impactful activity in the current vulnerable world where planetary boundaries are at stake. Not limited to developed or emerging economies, are formulating different sustainable strategies according to the United Nation’s Sustainable Development Goals (SDGs), to prevent the upcoming sixth mass extinction. The successful implementation of these sustainable strategies entirely depends on how individual people act and contribute to the SDGs, in particular. Pro-environmental self-identity (PESI) refers to an individual’s tendency to see himor herself as an individual who has a pro-environmental perspective and partakes in related action [1]. It is an environmentally friendly self-concept that is symbolically expressive and shaped by mainstream socio-cultural forces [2]. PESI denotes people who are likely to be intrinsically motivated to act in an environmentally friendly manner
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