Man-nature Orientation Research Articles

Determinants of Sustainable Consumption Intention

Sustainable consumption has received a lot of attention from many regions and countries around the world recently. This study investigates factors that influence consumers' sustainable consumption intentions in Vietnam. Despite the growing importance of sustainable consumption, marketing managers still lack adequate information on how to promote it to consumers. This study aims to address this gap by examining the impact of environmental knowledge, man-nature orientation, environmental advertising, and demographic factors such as income, major, degree, age, and gender on sustainable consumption intention. An online survey was used to collect data from 460 people in Vietnam. The data was processed using multivariate linear regression analysis, Cronbach alpha, ANOVA, and other methods to identify factors affecting sustainable consumption intentions in Vietnam. The results show that man-nature orientation and environmental advertising have a positive impact on sustainable consumption intentions. Furthermore, the study also found a strong relationship between environmental advertising and man-nature orientation as well as natural and environmental knowledge. In contrast, the study did not find a relationship between environmental knowledge and sustainable consumption intentions. These results provide theoretical and practical implications for marketing managers in developing effective communication strategies to promote sustainable consumption and encourage environmentally friendly consumption intentions.

The Effect of Self-image, Peer Influence and Man-Nature Orientation toward Sustainable Shopping Behaviour among Undergraduate Students in Klang Valley

The Effect of Self-image, Peer Influence and Man-Nature Orientation toward Sustainable Shopping Behaviour among Undergraduate Students in Klang Valley

Sustainable apparel: a perspective from Bangladesh’s young consumers

PurposeThis study aims to understand Bangladeshi young consumers’ perceptions of sustainable apparel. Specifically, through the lens of the theory of reasoned action (TRA), this study investigates the impacts of man–nature orientation (MNO) and social influences on Bangladeshi young consumers’ intention to purchase sustainable apparel.Design/methodology/approachEmpirical survey-based research was conducted, and data were collected from 387 Bangladeshi college students.FindingsThe findings of the study show that MNO significantly influences Bangladeshi young consumers’ attitudes toward purchasing sustainable apparel, which, together with social influences, impacts young Bangladeshi consumers’ intention of making efforts to purchase sustainable apparel.Originality/valueThis study incorporates the specific cultural value – MNO with the traditional TRA model to understand young Bangladeshi consumers’ sustainable apparel purchase intention. The results of this study demonstrate the applicability of the TRA framework in understanding young consumers’ sustainable apparel consumer behavior in the context of Bangladesh, which is a developing country with a collectivistic culture. This study provides insights into how apparel brands and retailers should design their sustainability strategies in developing countries such as Bangladesh.

Unlocking the relationship between environmentally specific transformational leadership and employees’ green behaviour: A cultural self-representation perspective

Environmentally specific transformational leadership (ETFL) is a prominent stimulus of employees' green behaviour, but its mechanism continues to receive inadequate scholarly attention. A cultural self-representation lens was used as a basis for exploring the mediating role of employees' green self-concept (i.e. green self-identity and green self-efficacy) and the moderating role of employees' man–nature orientation in the relationship between ETFL and employees' green behaviour. To examine these hypotheses, a three-wave survey of 362 employees was conducted in Southern China. Results from hierarchical regressions supported the mediating effect via employees' green self-identity, and this effect is more salient when employees have a stronger man–nature orientation. These results suggest practical implications for shaping and employing ETFL to cultivate employees’ green self-identity, thereby supporting their green behaviour, particularly for those with a stronger man–nature orientation.

Generativity and Green Purchasing Behavior: Moderating Role of Man-Nature Orientation and Perceived Behavioral Control

Environment has become a major social problem for a greater number of people than ever before in recent years. As a consequence, in-depth research on green marketing and green purchasing has increased significantly. Although academic researchers have examined antecedents of green purchasing behavior, there still is room for further progress. One such area that needs further investigation is the role of generativity on green purchasing behavior because sustainability requires a long-term perspective that is embedded in the concept of generativity. This study examines the impact of generativity on consumer green purchasing behavior. Generativity refers to individuals’ beliefs that their current behaviors have consequences that extend into future generations. Moreover, the moderating roles of man-nature orientation and perceived behavioral control on generativity-green purchasing behavior link are also examined. Based on moral norm-activation theory, value-belief-norm theory, and theory of planned behavior, hypotheses were developed. Data were collected from a homogenous sample of 416 university students of four faculties through the non-probability sampling technique. Hierarchical regression analysis was used to test the hypotheses. Results show that generative consumers are more likely to show green purchasing behavior. Man-nature orientation and perceived behavioral control positively moderate the relationship between generativity and green purchasing behavior. Findings revealed that consumers who possess a greater concern for future generations, and high on man-nature orientation and perceived behavioral control constitute a segment that will be more likely to engage in green purchasing behavior, enabling effective targeting of marketing communications.

Environmental Conservation Through Study Value of Bali Aga Tenganan Pegringsingan Community Culture

This research aimed to know the implementation of environmental conservation in terms of cultural value orientation, including humanistic nature orientation, man-nature orientation, time orientation, activity orientation, and relational orientation. The population of this research was the entire community in traditional village Tenganan Pegringsingan, Karangasem, Bali. This research sample amounted to 25 people, consisting of the conventional village apparatus, community leaders, and the general public. Methods of data collection were the method of observation, interview, questionnaire, and checklist. The collected data were analyzed descriptively. This research indicated that the orientation of cultural values of humanistic nature orientation and man-nature orientation had an excellent quality. The time orientation, activity orientation, and relational orientation parameters had good quality. Culture in the study community generally showed a positive thing, so the impact of culture on the quality of the environment, in general, was excellent. The results of observations in the field revealed that there were all community activities at Tenganan Pegringsingan that could not cause environmental pollution. Therefore, the role of traditional regulation or awig-awig to regulate environmental and social-culture.

PROFILING GREEN CONSUMERS THROUGH CULTURE, BELIEFS AND DEMOGRAPHICS: AN INDIAN STUDY

Consumers today not only view companies as profit centres, but also as institutions that should be sensitive to social problems such as environmental degradation. As a result, organisations have started considering the environmental needs of consumers by focusing on 'sustainability as a business goal'. Green products may help companies to improve their bottom line and brand image. This paper forms green consumer segments on the basis of cultural values, psychographics, and demographics. Demographics include income, gender and education. Cultural values include collectivism and long-term orientation (LTO) from Hofstede and man-nature orientation (MNO) from a value orientation model by Kluckhohn and Strodtbeck (1961). Psychographics are derived from theory of planned behaviour (TPB). The results indicate that there are four distinct segments. Two of these segments 'female green activists' and 'green outlook male activists' are identified as the groups that are more willing to buy green products. Finally, implications from the results are derived for practitioners and policy-makers to develop targeting strategies for these segments.

Impact of culture, behavior and gender on green purchase intention

Green purchase can have an impact on organization bottom line. It also helps to build a positive public image, brand, and goodwill in the marketplace. The purchasing intention for the green products varies across culture, gender and individual behavior of a person.This paper examines the impact of individual behavior on green purchase intention by applying constructs from Theory of Planned Behavior (TPB). A conceptual model is developed in this research by linking cultural values from Hofstede dimensions and value orientation model by Kluchhohn and Strodtbeck (1961) to determinants of green purchase intention. The paper also examines the role played by gender on purchase intention through culture and behavior. Collectivism and Long-term orientation (LTO) dimensions are included from Hofstede and Man-nature orientation is included from Kluchhohn and Strodtbeck (1961) model.The findings of the study suggest that collectivism is significantly related to all three predictors (attitude, subjective norms and Internal PBC) of green purchase intention in TPB whereas LTO is insignificantly related to attitude towards green products while examining the direct effects. Green purchase intention is also significantly related to Man-nature orientation.The research shows the path to translate cultural values, norms, and beliefs of an individual into purchase intention. Therefore, the research provides an insight to practitioners and policy-makers on how to increase intention towards green products.The study concludes that the awareness level regarding green products among individuals in India is still a matter of concern and therefore, practitioners and policymakers need to take efforts to make them knowledgeable about the same.

The Cultural Antecedents and Influencing Mechanism of Adopting Electric Vehicles in China (WITHDRAWN)

Electric vehicles have been one of the most prominent green technologies that help reduce carbon emission and energy consumption in the world. China has also been strongly advocating the development of electric vehicles (EVs) as the major path of automobile industry transformation. Based on a nationwide online survey in China, this study explores the Chinese consumers’ attitude and intention towards adopting EVs. It demonstrates the positive effects of cultural values, including man-nature orientation, long-term orientation and face-consciousness, and the negative effect of risk aversion in influencing the Chinese consumers’ adoption intentions of two types of EVs, namely battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs). It also identifies the mediating effect of deontological ethical evaluation and the moderating effect of generational cohorts in the influencing process. The results suggest that public policy and social marketing efforts can pay more attention to the role of cultural values when promoting sustainable consumption, and importantly the promotion efforts should differ for different cultural elements, products with different levels of innovativeness and different generational cohorts.

Predictors of purchase intention toward green apparel products

PurposeThe purpose of this paper is to understand consumers’ purchase intention toward green apparel products using the theory of planned behavior (TPB). Specifically, this study aimed to compare US and Chinese consumers to understand how green apparel behaviors differ by a country’s green market status and cultural differences.Design/methodology/approachBy employing two antecedents, man-nature orientation and environmental knowledge into the TPB framework, a theoretical model was proposed and tested to explain how and to what extent each variable affected the purchase intention of US and Chinese consumers. To compare the two countries consumers’ purchase intention, moderating effects were proposed. To test this model, a total of 437 valid data sets were collected at universities in the USA and China.FindingsFindings indicated that the subjective norm was found to have the highest direct influence on purchase intention in both countries. Regarding internal perceived behavioral control (PBC) and external PBC, internal PBC was important for purchase intention in the US consumers while external PBC significantly influenced purchase intention among Chinese consumers. For the USA, two indirect antecedents to purchase intention (man-nature orientation and environmental knowledge) positively influenced variables in the TPB. In contrast, for China, the path between man-nature orientation and attitude toward green apparel products was not supported, but all other paths were supported. Only environmental knowledge (indirect antecedent) positively influenced internal PBC. Country moderating effects were not tested because of lack of supported evidence of invariance tests.Originality/valueThis study is an empirical research that focuses on purchase intention of green apparel products rather than on the production of green textiles, a topic that has received considerable attention in previous studies. This research is based on TPB with specified indirect antecedents to purchase intention. By testing the proposed model, the study explains the paths from two indirect antecedents (i.e. man-nature orientation and environmental knowledge) to the intent to purchase green apparel products. Therefore, academically, this study contributes to understanding the interrelationships among the factors that lead to purchase intention of green apparel products.

DETERMINANT FACTORS OF PURCHASE INTENTION ON GREEN PRODUCT

This research aimed to examine a model which presents effects of man-nature orientation, of healthy consumption lifestyle, of attitude toward a green product, of subjective norm and of purchase behavioural control toward purchase intention of green product. Data collection method of this research used questionnaire, which was arranged through an exploration study based on planned behaviour theory. The sample of this research was housewives as last consumers. In addition, this research was conducted in Yogyakarta, Indonesia. The result showed that man-nature orientation and healthy consumption lifestyle are a predictor for the purchase intention of green product. Man-nature orientation, healthy consumption lifestyle, subjective norm, attitude toward green product and purchase behavioural control give positive contribution for purchase intention of green product. All of the hypothesis in this research were fully supported.

Determinants of pro‐environmental consumption intention in rural China: The role of traditional cultures, personal attitudes and reference groups

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.

Erratum to: Sharing Sustainability: How Values and Ethics Matter in Consumers’ Adoption of Public Bicycle-Sharing Scheme

This study investigates the antecedents and mechanisms of consumers’ adoption of a public bicycle-sharing scheme (PBSS) as a form of shared sustainable consumption. Drawing on marketing ethics and sustainability literature, it argues that cultural and consumption values drive or deter the adoption of PBSS through the mediating mechanism of ethical evaluation. This study tests its hypotheses using a sample of 755 consumers from one of the largest PBSS programs in China. The results confirm the significance of collectivism, man–nature orientation, materialism, and face-consciousness as key determinants of the adoption of PBSS. Interestingly, these values play mixed roles in influencing PBSS adoption. It also finds that such values and beliefs need to be effectively translated into ethical evaluations of PBSS adoption, and need to be addressed in the specific social context. Thus, ethical evaluation constitutes a cognitive strategy that allows consumers to justify and defend their adoption of sustainability practices. The results suggest that a desirable sustainability program needs to not only cater to the cultural and psychological motivations of consumers, but also reflect the social norms and social context in which the sustainability practices and consumers are embedded.

Sharing Sustainability: How Values and Ethics Matter in Consumers’ Adoption of Public Bicycle-Sharing Scheme

This study investigates the antecedents and mechanisms of consumers’ adoption of a public bicycle-sharing scheme (PBSS) as a form of shared sustainable consumption. Drawing on marketing ethics and sustainability literature, it argues that cultural and consumption values drive or deter the adoption of PBSS through the mediating mechanism of ethical evaluation. This study tests its hypotheses using a sample of 755 consumers from one of the largest PBSS programs in China. The results confirm the significance of collectivism, man–nature orientation, materialism, and face-consciousness as key determinants of the adoption of PBSS. Interestingly, these values play mixed roles in influencing PBSS adoption. It also finds that such values and beliefs need to be effectively translated into ethical evaluations of PBSS adoption, and need to be addressed in the specific social context. Thus, ethical evaluation constitutes a cognitive strategy that allows consumers to justify and defend their adoption of sustainability practices. The results suggest that a desirable sustainability program needs to not only cater to the cultural and psychological motivations of consumers, but also reflect the social norms and social context in which the sustainability practices and consumers are embedded.

Examining green consumerism motivational drivers: does premium price and demographics matter to green purchasing?

Environmental deterioration caused by consumers' non-sustainable consumption pattern is putting a strain on the environment and is hindering sustainable development. In order to impede this effect and promote a more sustainable economy, one solution is to reduce or shift consumption from conventional products to green products. The unfortunate reality indicates that inadequate information on how to promote consumers' green behavioral intention is slowing the growth of green markets; such inadequacy appears as a prevailing obstacle facing firms while developing segments and communicating strategies for effectively promoting green products. The mentioned impact is more prevailing and most experienced in countries like Malaysia. Hence, consumers' behavioral intentions must be better understood in order to strengthen knowledge about fostering green purchases. This study aims to determine the motivational factors that influence green purchasing intention and simultaneously assess the moderator roles of the premium price and demographic characteristics – given that consumers' degree of greenness varies. A survey was administered and a total of 405 usable questionnaires were obtained. Structural equation modeling (SEM) was applied to test the hypotheses. Results indicate that environmental attitude, eco-label and cultural value (man–nature orientation) significantly influence the green purchase intention. The result also indicates that the premium price has no moderating effect, denying its role as one of the main barriers for consumers to walk their talk as it has previously been reported by studies and opinion polls. In addition, the findings revealed that education level and gender have a significant positive moderation effect. This suggests that green purchase intentions' motivational factors are greater among highly educated individuals especially with female consumers in particular. This study contributes to the understanding of the main factors that motivate consumers' intention to purchase green products in Malaysia. It also offers insights and discusses implementations for manufacturers, marketers and policy makers concerned with the drivers that motivate consumers' green purchasing intentions which require different marketing plan and strategy than conventional products.

Shared Sustainability: How Values and Ethics Matter in Consumers' Adoption of PBSS

This study investigates the antecedents and the mechanisms of consumers' adoption of public bicycle sharing scheme (PBSS). Drawing on marketing and sustainability literature, we argue that cultural values and consumption values drive or deter the adoption of PBSS through the mediating mechanism of ethical judgment. We test our hypotheses using a sample of 755 consumers from one of the largest PBSS programs in China. The results confirm the significance of collectivism, man-nature orientation, materialism and face- consciousness as key determinants of the adoption of PBSS. Interestingly, these values are playing mixed roles in influencing PBSS adoption. We also find that such values and beliefs need to be effectively translated into ethical judgment of the adoption action and be addressed within the specific context. Ethical judgment therefore constitutes a cognitive strategy that allows consumers to justify and defend their adoption of sustainability practices. The results suggest that a desirable sustain...

Determinants of the Proenvironmental Consumption Behavior of Chinese Rural Residents

We examined the influence of Chinese traditional cultural, psychological, and sociological factors on the proenvironmental consumption behavior (PCB) of Chinese rural residents. The results show that Chinese traditional culture (man–nature orientation and collectivism), personal attitudes (environmental cognition and environmental affect), and reference groups had a significant positive influence on proenvironmental consumption intention, which, in turn, increased PCB. Theoretical and practical implications of the findings are discussed.

NILAI DAN PENGETAHUAN SEBAGAI PREDIKTOR INTENSI BELI MAKANAN ORGANIK

This research aimed to examine a model which presents effects of man-nature orientation, of organic knowledge and attitude toward organic food to purchase intention of organic food. Data collection method of this research used questionnaire. Survey data was consisted of 516 married women as an end user of organic food from Yogyakarta, Jakarta and Surabaya Indonesia. The empirical tests indicated that man-nature orientation and organic knowledge had significant effect on attitude toward organic food. Attitude toward organic food had significant effect on purchase intention of organic food. All hypotheses in this research were fully supported.

A multi-country level analysis of the environmental attitudes and behaviours among young consumers

Environmental issues have become more prominent internationally and are increasingly featured in discussion by governments, business and academics. This paper presents the results of a study which examines the concerns for environmental issues and purchase behaviours of a sample of 1173 young consumers in England, Germany, Portugal and Spain; countries which represent different realities in terms of economic development, social context and cultural issues. An analysis of the differences between the respondents from the four countries regarding concepts such as man-nature orientation, generativity, environmental concern, consumer perceived effectiveness, conservation behaviour and environmentally-friendly buying behaviour is presented. The results obtained confirm the existence of significant differences between countries for almost all variables.

Development of a green consumer behaviour model

AbstractResearch on the background of green behaviour has indicated that the relationship between its antecedents and behavioural consequences is complex and constitutes a challenge for both academics and marketers. Thus, this study aims to explore the link between environmental values, attitudes and behaviours, as well as to develop and test a model that could be valid and applicable to a set of consumers living in different countries. The research examines the perceptions of a sample of 1175 consumers from England, Germany, Portugal and Spain. A model was developed to test the relationships between concepts such as man–nature orientation, generativity, environmental concern, conserving behaviour and environmentally friendly buying behaviour. Structural equation modelling was performed to assess the significance of those linkages. The results obtained confirm the relationship between attitudes and behaviours as the construct conserving behaviour appears to influence buying behaviour, and suggests some measures which may be implemented in simultaneously testing education concepts across audiences in different countries.