A Multi-Theory Approach to Understanding Anti-Consumption for Environmental Sustainability
Date
2021
Authors
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Narrator
Transcriber
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
Volume
Number/Issue
Starting Page
Ending Page
Alternative Title
Abstract
As environmental concerns deepen, interest in green demarketing, which promotes anti-consumption lifestyle is increasing. However, a major barrier to the anti-consumption lifestyle is the perception that it might signal economic resource constraints rather than a voluntary choice by consumers. This dissertation shows that consumers have an implicit association between anti-consumption behavior and low social status (Study 1); as a result, when facing socioeconomic status threat, consumers have a negative attitude toward green demarketing (Study 2); the mere presence of an aspirational group does not have a positive effect on consumers’ attitude toward green demarketing when they are under high socio economic threat in comparison to consumers under low socioeconomic threat, (Study 3); and finally, facilitated affiliation with an aspirational group can help alleviate this negative effect by reaffirming damaged self-worth and mitigating the socioeconomic status threat (Study 4).The results will add to the environmental literature by highlighting how consumer’s self-presentation purpose (i.e., avoidance of signaling low socioeconomic status) might inhibit pro-environmental behavior. In addition, this study will help identify green demarketing policies that consider and accommodate consumers’ self-presentation needs.
Description
Keywords
Marketing, Business administration, Business administration, Anti-consumption, Green Demarketing, Socioeconomic status, Threat
Citation
Extent
99 pages
Format
Geographic Location
Time Period
Related To
Related To (URI)
Table of Contents
Rights
All UHM dissertations and theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission from the copyright owner.
Rights Holder
Local Contexts
Collections
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.