This study views green consumerism as a socially constructed concept in terms of what is perceived as “green” and what responsibilities and roles are assigned to consumers by the social environment. The literature review has identified that current gaps in knowledge are related to a research focus on cognitive and individual aspects of green consumption behaviour, rather than the subjective meanings and socially constructed realities of individual consumers (Carrigan & Attalla, 2001; Caruana, 2007; Craig-Lees & Hill, 2002; Szmigin, et al., 2009). The primary objective of this research is to develop a broader theoretical understanding by exploring how an individual‟s social environment can influence and shape green consumption behaviour. The study will also focus on how pro-environmental behaviour change is facilitated and inhibited by individual knowledge, personal relationships and social experiences. More specifically, the research objectives of this study are:
1. To achieve a greater understanding of how the social environment influences the green consumption behaviour of individual consumers.
2. To explore how pro-environmental behaviour change takes place.
Stephanie Hooper 47 3.4. Research questions
This study examines the individual, household and societal variables that create the context for green consumption behaviour. Consumption behaviour is generally social and is shaped by personal interactions and media communications in the social environment (Banister & Hogg, 2004; Moschis & Churchhill, 1978; Robboy & Clark, 1983). This research focuses on how the social environment may affect an individual‟s commitment to green values and the efficacy of green consumption behaviour.
The quantitative focus of green consumerism research and literature has artificially isolated the individual, household and societal variables critically important to the outcome of consumption behaviour (Carrington, et al., 2010; Caruana, 2007). Current research has overlooked cconsumers‟ experiences with green consumption behaviour (i.e., purchase, use, post-use and disposal) (Peattie, 2010). Furthermore, it is not known how consumers develop perceptions about appropriate or desirable consumption behaviour, in addition to undesirable and inappropriate consumption behaviour (Easterling, et al., 1995; Gronhoj, 2006). Understanding consumers‟
“green” perceptions and how they are shaped by the social environment is critical to understanding the “attitude-behaviour gap” in green consumerism.
Examining the “green” perceptions held by “green” and “mainstream” (i.e., not-so-green) consumers may help to explain what personal and social factors and norms influence green consumption behaviour. Furthermore, the underlying motivations, meanings and observations of “green” may contribute to our knowledge of how to reduce the “attitude-behaviour gap”. The following research question will explore:
RQ1a: What are consumers’ “green” perceptions and how does the social environment shape them?
Another important component of this study is to understand how “green” perceptions are formed, and how they shape consumption behaviour. Positive and negative associations and experiences with “green” products and practices may shape future
Stephanie Hooper 48 consumption behaviour (Peattie, 2010). There are in fact two alternatives of how perceptions may affect consumption behaviour: a) perceptions shape consumption behaviour, and/or b) the experience of consumption behaviour shapes future attitudes and behaviour (Azjen, 1988, 1991). Understanding how perceptions are created may offer new insight into how attitudes, intentions and behaviour are determined. It is important to recognise that while attitudes (or perceptions) shape behaviour, the experience of the behaviour itself will shape future attitudes (or perceptions) toward repeating that behaviour (Azjen, 1988, 1991).
It is apparent that consumers manage to cope when they behave in ways inconsistent with their pro-environmental values, attitudes and identity. As yet we do not understand how consumers‟ “green” perceptions allow them to justify and rationalise non-environmental behaviour without serious negative implications to their self-image and identity. By researching these areas, we can explore how green consumption behaviour is encouraged and discouraged by perceptions and the social environment. The following research question will explore:
RQ1b: How do “green” perceptions shape consumption behaviour (and why)?
While green consumerism research and literature has previously focused on the nature of consumers and their actions as individuals (Peattie, 2010), quantitative research has identified social norms as an important motivator of environmental consumption behaviour (Allcott, 2009; Biel & Thorgersen, 2007; Ewing, 2001; Goldstein, Cialdini,
& Griskevicius, 2008; Lindbeck, 1997; Varman & Costa, 2008). Surprisingly, there is limited investigation into how relationships and social interaction with others affects green consumption behaviour of individual consumers. This research will explore how green social norms are practiced and encouraged by society and its citizens. More specifically, this study will address the influence and power strategies employed by individuals to shape the consumption behaviour of other consumers and promote pro-environmental behaviour change.
Stephanie Hooper 49 As individuals within households, consumers accommodate the needs, values, tastes and preferences of relevant others (Henryks & Pearson, 2010). It is apparent that consumers take the needs of others into account, which in turn can influence whether or not certain green consumption behaviour is adopted (Henryks & Pearson, 2010;
Moisander, 2007). The influence of others may lead some consumers to compromise on their green ideals in order to accommodate others (Stern, et al., 1993). Therefore green consumption behaviour can be negatively impacted by the social environment, and individual roles and obligations.
While research of green consumerism has focused on “families” consisting of parents and children (Gronhoj, 2006; Henryks & Pearson, 2010), there are a diverse range of household structures and lifecycles that have not yet been investigated. The underlying dynamics of various living arrangements and lifecycles may affect the adoption and practice of green consumption behaviour within households. As research by Antonucci and Israel (1986) found that the level of social support of individual actions was affected by the nature of personal relationships. An inquiry into the social context of green consumption behaviour will reveal broader and more relevant insight into how behaviour is negotiated, compromised and practiced within personal relationships and social experiences. Insight into household dynamics and social interaction will provide further understanding of the “attitude-behaviour gap”, in addition to how this discrepancy can be reduced through pro-environmental behaviour change. The following research question will explore:
RQ 2: How do personal relationships and social experiences shape