Global warming is a reality. The devastating calamities such as the melting of the ice at the north and south poles, the continued high levels of temperatures and cancers have banished the assumption that global warming is science fiction. The collaboration of governments to mitigate the escalating levels of global warming have seen a slight decline in greenhouse gases (GHGs). However, the recent studies argue that consumers emit over 70% of the GHG emission.
These studies depict that to win the war on global warming the consumers must take responsibilities by consuming environment-friendly goods and services (Scales, 2014, p.478). Hence, the increasing preference for pro-environmental or green consumption with the intention of promoting and practicing environmentalism. However, Chin et al. (2018), argues that green consumption is not a new phenomenon. The authors argue that the concept of green consumption was first to the 1970s with Fisk terming green consumption to mean responsible consumption that has minimal negative impacts on the environment (Chin et al., 2018, p. 1). Since then, scholars from different schools of study have expanded the issues involved in green consumption.
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According to Hosta and Žabkar (2016), scholars tend to vary in their definition of green consumption. Some scholars argue that green consumption of environmentally friendly products such as organic goods and reusable shopping bags and other products with limited environmental pollution. However, other scholars term green consumption as a subset of the environment, ethics, and socially conscious consumption (Hosta and Žabkar, 2016, p.145). These factors make it difficult to determine the correct definition of green consumption. Therefore, this study discusses the theories of consumption and consumer culture to determine the main influence of green consumption. The theories will help determine the most suitable reasoning on factors that influence green consumption.
Theories of Consumption
Rationality Choice Theory
Microeconomics theories argue that the purpose of consumption is to satisfy a need. The theories, for instance, neo-classical economic theory argued that the consumption of a product is dependent on the individual’s rational preference to maximize outcomes when provided with full information. This argument dominated most of the early and mid-20th century with consumption being limited to the notion of rationality, utility and full information. The assumption such as full information is inapplicable in the real world and only applicable in theory. The challenges of neo-classical economic theory assumptions led to the rationality choice theory. The rational choice theory argues that the motivation of humans to maximize utility or their wellbeing influences actions such as consumption (Sachdeva, Jordan and Mazar, 2015, P. 61). Therefore, the rational determination of the benefits, information and no transaction costs enhances the willingness of an individual to purchase one product over the other.
The theory uses an individualized and financial understanding of the benefits and cost of consumption while ignoring other factors introduced in different studies since the 1960s (Yang, Shi, and Kuang, 2016, p.147). Based on this theory, price, quality and maximizing utility influence the consumer purchasing behavior. Therefore, green consumption is only possible if it had more benefits or was cheaper than other products. However, studies on the growing green products depict that the prices of green products cost more than non-green products. Therefore, this consumption theory assumes that pro-environment consumption is limited to altruistic concerns driven by self-interest but undertaken through rational choice (Yang, Shi, and Kuang, 2016, p. 144). The limited depiction of the real-world situation and the factors that influence willingness to purchase one good over the other diminishes the validity and importance of the approach in green consumption.
Theory of Reasoned Action (TRA)
Ajzen and Fishbein's TRA argues that consumption is a human behavior influenced by the individual’s beliefs and valuations of the outcome thus resulting in a positive or negative attitude towards a behavior. TRA also argues that subjective norms created to others can change one’s attitude and norms thus leading to green consumption (Wu and Chen, 2014, p. 120). It projects the internal factors that determine the individual choices subjective of external factors such as social norms forming their attitudes towards a product. For instance, in recent years, people are willing to pay an extra amount for green products because they understand the nature and extent of global warming. Therefore, a person is likely to buy a pro-environmental product because the society deems it the right thing to do. The simplicity of the theory is essential in understanding the issue of attitude in the determination. For example, a study in Indonesia used TRA with a value-driven approach to determine the effects on the attitudes towards
Theory of Planned Behavior (TPB)
In 1991, Ajzen would improve on the TRA theory and proposed the theory of planned behavior theory to cater to both attitudes and determine the behavior to purchase. This theory varies from the TRA approach in that it considers the perceived behavior control (PBC) as a factor that influences the individual’s behavior. That is, a person who has strong self-confidence is able to purchase a product independent from the social expectations but will take responsibility for their actions. Whereas people with low self-esteem are likely to be afraid to try out the changes before the government or more people are doing it because they are afraid of starting something because they may fear the rebuke (Wu and Chen, 2014, p. 120). For example, a study in Indonesia used TRA with a value-driven approach to determine the effects on the attitudes towards green consumption. Scholars argue that the TPB is the most used to explain pro-environment attitude-behavior but the biggest issue is based on determining the attitude-gap.
According to Kim & Han (2010), three independent variables namely attitude, subjective norms, and PBC that help determine the consumption behavior (Kim and Han, 2010, p. 1000).
Attitude is an independent valuation that influences the intention to develop a given behavior. A favorable attitude originates from beliefs about something that is more likely to develop into a desirable outcome and unfavorable attitude develops when an individual believes that behavior leads to adverse outcomes. For instance, the notion that if you consume pro-environmental cosmetic you will be saving the environment and your skin will be better due than using other chemicals because of the natural herbs will result in pro-environmental attitude (Sommer, 2011). However, attitude alone does not influence consumer behavior due to other factors that may hinder an individual behavior.
Subjective Norms
These are the perception of what people who value an individual such as, family members, peers, and social groups, expects the individual to behave. These norms can reduce or influence pro-environmental behavior if the group or people one associates with are into environmental conservation but if they are not, a person is inclined towards non-green consumption. For example, if the socio-economic group value gas-guzzling cars to portray their wealth would seem out of place if the person decides to use an electric car even if he feels that gas-guzzling cars are responsible for GHG emissions. Kim and Han (2010) demonstrated that asking the guests to recycle a towel in a hotel resulted in the discontent among the guest because the guests expect to have a clean towel every time they take a bath. However, a hotel can have different results if it makes the request have a group norm to conserve the environment, i.e., help us save the environment together (Kim and Han, 2010, p. 1011). The statement results in a feeling of belonging and willingness to engage in responsible behaviors.
Perceived Behavioral Control (PBC)
The belief that a person has control results in the self-esteem needed to adopt a given behavior. These factors are such as financial means and time. Unlike attitude and subjective norms, PBC has a direct link to the intention and behavior.
Symbolic Interactionism theory
The approach proposes that behavior and attitude are subject to the interaction between individuals in a given society. Unlike neo-classical theory that describes the consumption of goods and products to maximize utility, symbolic interactionism argues that goods bear more meaning to deferent people hence the varied reasons to consume one product over the other. The symbolic meaning arises from the cultural preference and beliefs developed from nature and nurture of an individual. A child brought up in a vegan family are more likely to understand and value the essence of choosing plants over meat and associate it with caring for the environment. The social value help to determine the value of a product to the consumer.
Therefore, social groups, the identity of an individual determines the choices and preference green consumption due to the patterns associated with the product in a given community. For example, the native Amazon tribes value nature to the extent that cutting down indigenous trees or killing animals for businesses. The culture only kills for food but try to coexist in the wild forests (Phillips, 2018). The tribe highly regards the forest that it is impossible for them to imagine survival in other areas. The tribe does not need western medicine hence their devastation following the degradation of profit-oriented personnel that has degraded the Amazon (Phillips, 2018). Individuals that have similar regards of nature due to their nurture will adopt green consumption compared to people who do not have a similar connection with nature.
Cognitive Dissonance theory
The discomfort and inconsistency results in conflict between attitudes, actions, and beliefs. For instance, a person within a social group that values gas-guzzling cars but is nurtured to respect and care for the environment finds it hard to choose the goods that he or she consumes (Sachdeva, Jordan and Mazar, 2015, p.62). The person is trapped in conflicting attitude and belief but has to choose one over the other. Rather than choose one over the other, the person chooses an action that mitigates the undesirable actions on both sides to enhance comfort.
Situational approach
Factors such as availability of pro-environment products, prices, and advertisement or branding are relevant in green consumption. A study on Indonesia green consumption of cosmetics noted that the increasing middle class chooses to consume green cosmetics even though they are more expensive than non-green cosmetics because they can afford these products (Chin et al., 2018, p. 7). The costs are significantly high because of the low supply because only a few companies produce such cosmetics. However, a consumer intends to conserve the environment and would like to consume pro-environmental products but does not have the means to pay for the expensive green cosmetics will opt for cheap non-green cosmetics due to price. The inadequate supply also influences the choices of the consumers due to availability issues. The essence that values are inconsistent over time, with changes in preference as a person ages means that situational factors have higher influence compared to other factors discussed in the paper. Information is vital in making rational choices (Scales, 2014, p.481). Therefore, companies have adopted eco-labeling to advertise their products to enlighten the consumers on the need to engage in pro-environmental behavior and help conserve the environment.
Perceived value theory
This approach argues that factors such as emotions, social and functional values call for individuals to engage in higher environmental responsibilities. The consumer engages in social and environmental responsibility because of the perceived values of performing such behaviors. For instance, a person may choose to buy a product that does not harm the environment and society to fulfill his or her self-interest. According to Sheth, Sethia & Srinivas (2010, p. 31), a person with the notion that it is his or her self-interest to consume green products argues that failure to realize the perceived values makes them a liability to the society hence the need to protect the environment and society. The study argues that perceived values integrate the social and environmental expectations of society for individuals to protect the environment. The other factor that influences perceived values is the interrelationship of preserving the environment through green consumption and its effects of the individual and social wellbeing. A person who understands the adverse effects of unhealthy consumption such as obesity, cancer, and other health problems are more likely to consume organic foods compared to another who does not understand the value of organic food.
Ecocentric theory
Environmental theories characterize consumers based on their perspective towards nature. The approach argues that the consumption of eco-friendly commodities is based on the eco-consciousness or the magnitude a person is willing to protect the environmental degradation. Eco-centric individuals view the environment as the center of all living things thus making it their responsibility to protect the environment. However, the extent the individuals are willing to go to protect the environment variable is grouped in three levels. The light green category comprises of people willing to preserve the environment by making minor changes that do not affect the standard of their lives. For instance, beef consumption emits the highest quantity of GHG, therefore, a light green consumer will reduce the number of times he consumes beef in a week but not become a vegetarian. Green consumers, on the other hand, take more responsibility to demonstrate their responsibility and initiative to conserve the environment some may become vegans and make changes in their overall consumption. Dark green consumers are the most eco-centric individuals in the group (Scales, 2014, p. 482). These individuals are activists of nature and will do anything in their power to protect society at all costs. These individuals will only consumer goods that are eco-friendly.
Discussion
The theories discussed above depict that no single factor that influence an individual’s willingness to adopt green consumption. The theories depict that there is no single theory that can describe green consumption fully. However, most of the theories discussed demonstrate that environmental, social, and individual values are promoted or hinder green consumption. The values towards an environment and the social association influences the decisions of the individuals to consume green products. The TPB, symbolic, and situational approaches offer some of the best depiction of the major factors that influence eco-friendly consumption. These theories integrate values, emotions, social integration, and social norms that are core in facilitating the choices of individuals. The TPB is also the most studied theory of green consumption due to the various factors. Subjective norms, PBC and attitude are the most essential factors that influence green behavior (Yang, Shi, and Kuang, 2016, p. 143-147). The extensive range of factors means that situational factors such as price and availability are likely to hinder or influence green consumption. Whereas the symbolic approach integrates the hidden meaning of goods that are variable in determining the reasons some products are valuable to some people more than to others. For instance, the nurturing and integration with nature can remain mysterious to others in the absence of such detailed evaluation. However, other theories vary in their description and do not hold much consistency when compared to the three theories. Therefore, holding price constant, TPB and Symbolism factors have the best demonstration of green consumption.
Conclusion
Theories provide ways to formulate ways that can help understand a given phenomenon. Green consumption is an old but among the least developed topics. The discussion intended to discuss the various theories that create awareness on the issue of consumer choices and need to choose green products over other products. The theories offered extensive projections on the factors that would create indulgence of green consumption.
References
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