An Empirical Study of Sustainable Consumption Behavior Among Residents in Changsha

An Empirical Study of Sustainable Consumption Behavior Among
Residents in Changsha
HU Biling1, DONG Xuebing2, YANG Zhi2,
1. School of Accounting, Hunan University, P.R.China, 410079
2. School of Management, Hunan University, P.R.China, 410082
yangmkt @126.com
Abstract: In the urban environmental management, promoting the implementation of urban residents’
sustainable consumption behavior is a basic work. On the basis of qualitative research, this paper
develops and validates sustainable consumption behavior scale, and conducts an empirical study about
the demographic variables’ impact on sustainable consumption behavior and the difference between
sustainable consumption behavior and the behavior intention through a questionnaire survey, using
descriptive statistical analysis, ANOVA and independent-samples T test methods. The results show that
subgroups’ sustainable consumption behavior level is significantly different. Also, there are significant
differences between the dimensions of sustainable consumption behavior and those of behavioral
intention. Finally, we propose effective practices to promote residents’ sustainable consumption
behavior.
Keywords: environment management, sustainable consumption, demographic variable, behavior
intention
1 Introduction
Sustainable consumption refers to the provision of services and products to meet basic human needs,
improve the quality of life, while minimizing the amount of toxic materials usage, waste and pollutants
generated in product life cycle, thus not endangering the needs of future generations. Being the basis for
environment management, it plays an important role in solving China's environment problems. The
implementation of sustainable consumption behavior is of great significance to the rational development
and utilization of natural resources, and the ecological environment protection. The city’s environmental
protection depends on two aspects, the first is sustainable production in enterprises; the second is
residents’ sustainable consumption. The latter is a prerequisite for the former, so the achievement of
residents’ sustainable consumption patterns is of great strategic significance. Sustainable consumption is
a kind of consumption concept and behavior, therefore, only encouraging consumers to carry out
sustainable consumption behavior can implement this pattern into practice, thereby enhancing the city's
environmental management, and achieving the economic, social and environmental sustainable
development.
In this paper, we develop and validate sustainable consumption behavior scale based on qualitative
research, and carry out an empirical study on the demographic variables’ impact on sustainable
consumption behavior and the difference between sustainable consumption behavior and the behavior
intention, aiming at facilitating the implementation of sustainable consumption behavior and providing
some references for the construction of the resource-saving and environment-friendly society.
2 Literature Review and the Development of Hypotheses
There are a number of factors that could affect sustainable consumer behavior, which mainly includes
values, environmental attitudes, environmental knowledge and life style. These variables are mainly
about environmental psychology, while rarely involve demographic variables. Some studies show that
demographic variables have significant impacts on sustainable consumption behavior [1]. But so far,
conclusions still differ about the relationship between demographic variables and sustainable
consumption behavior. In this study, we develop sustainable consumption behavior scale through
574
qualitative research, expand dimensions of sustainable consumer behavior scale, explore demographic
variables’ impacts on sustainable consumption behavior, and strive to explain the impacts more fully.
Therefore, we propose the following hypothesis:
H1. Demographic variables can impact sustainable consumption behavior significantly.
Previous studies have suggested that antecedent variables could predict sustainable consumption
behavior intention well, better than the prediction of sustainable consumption behavior [2]. The predictive
efficacy of the sustainable consumption behavior intention, as an intermediary variable on the behavior
was as low as 45% [3] [4]. From these studies, the obvious differences can be seen between sustainable
consumption behavior and the behavior intention. This paper analyze the differences between the
dimensions of sustainable consumption behavior and those of the behavior intention, also with analysis
of overall difference, so as to promote people with sustainable consumption behavior intention to
implement sustainable consumption behavior. Therefore, we propose the following hypothesis:
H2. There are significant differences between sustainable consumption behavior and sustainable
consumption behavior intention.
3 Method
3.1 Questionnaire
There are no comprehensive and representative scales about sustainable consumption behavior in
foreign countries, so the introduction of foreign sustainable consumption behavior scales might lead to
semantic confusions for the cultural differences. Domestic research on sustainable consumption
behavior is at an exploratory stage, and no mature scales can be referred. Therefore, this paper develops
sustainable consumption behavior scale through qualitative research, which includes three steps: (1)
pre-interview and interview outline design; (2) formal interview; (3) data analysis. Interviews were
conducted mainly through focus group interviews and depth interviews. Data analysis process was
mainly done in Nvivo7.0, open-coding and axial coding included. After qualitative research, we did a
preliminary screening of the contents with pre-test and pilot test, and identified 32 questions as
sustainable consumption behavior scale’s items. In addition, we sent out 400 copies of questionnaires in
Changsha to test this scale’s reliability and validity. Finally, we identify 6 dimensions of 23 items as
contents of sustainable consumption behavior.
In this study, the measured items of sustainable consumption behavior intention are formed after
adjustment of sustainable consumption behavior scale’s items, while mirroring the foreign expression of
the behavior intention scale. The questionnaire used in the survey is consisted of three parts: the
sustainable consumption behavior scale, the sustainable consumption behavior intention scale and
personal background information. The six dimensions in sustainable consumption behavior/behavior
intention scale are R1B (1)/R1BI (1) (reducing 1 behavior (1)/ reducing 1 behavior intention (1), R1B (2)
/R1BI (2) (reducing 1 behavior (2)/reducing 1 behavior intention (2)), R2B/R2BI (revaluating
behavior/revaluating behavior intention), R3B/R3BI (reusing behavior/reusing behavior intention),
R4B/R4BI (recycling behavior/ recycling behavior intention), R5B/R5BI (rescuing behavior/rescuing
behavior intention) respectively. We used multiple items to measure each dimension and all items were
measured on a 7-point Likert scale. In the sustainable consumption behavior scale, the figures mean the
degree of items’ consistent with the reality ranging from (1) totally non-conformance to (7) totally
conformance. In the sustainable consumption behavior intention scale, the figures mean the degree of
agreement with the items ranging from (1) strongly disagree to (7) strongly agree. Sustainable
consumption behavior scale’s items are outlined below (see Appendix A for the detailed items).
Sustainable consumption behavior intention scale’s items illustrate the willingness to do the things
presented in each item of sustainable consumption behavior scale in the future.
3.2 Data collection and sample profile
We used convenience sampling to collect data, which came mainly from residents in Changsha, Hunan.
We sent out 270 copies of questionnaires, at the end of the survey, we successfully collected a total of
188 useable questionnaires, yielding a valid response rate of 69.630% (i.e., 188/270), and meeting the
575
criterion that the valid response rate should not be less than 20% in the investigation.
In regard to demographic profiles of the sample residents, data concerning the gender, age, educational
level, family characteristics and average family income per month were collected. With data on the
gender, the percentages were the same (50.000%). With data on the age, the percentages were 25.000%
(25 years old or below), 29.787% (26-30 years old), 23.404% (31-35 years old), 10.106% (36-40 years
old), 4.787% (41-45 years old) and 6.916% (46 years or over) respectively. With data on the educational
level, the percentages were 6.383% (high school diploma), 62.234% (bachelor degree) and 31.383%
(master degree or above) respectively. With data on the family characteristics, the percentages were
39.362% (single without children), 14.894% (married without children), 44.681% (married with
children) and 1.063% (single with children) respectively. With data on the average family income per
month, the percentages were 18.617% (2000 Yuan or below), 19.681% (2001-3000 Yuan), 21.809%
(3001-4000 Yuan), 14.362% (4001-5000 Yuan), 3.723% (5001-6000 Yuan), 6.383% (6001-7000 Yuan),
3.191% (7001-8000 Yuan) and 12.234% (8001 Yuan or above) respectively.
4 Data Analysis and Results
4.1 Test of sustainable consumption behavior/behavior intention scale’s reliability and validity
We performed the adaptive test firstly, which showed that data were suitable for factor analysis
(KMO-value=0.763/0.862, p-value=0.000/0.000). Factor analysis was followed (see Table 1and Table 2),
which both extracted six common factors and the cumulative explained variances were 62.98%, 73.89%
respectively. As for both scales, measured items were distributed in six factors as expected, and the load
on every corresponding factor was greater than 0.5, also with each measured item’s factor loading had
good degree of differentiation between every two factors in six factors. Subscales’ Cronbach’s alpha
values of every dimension in sustainable consumption behavior/behavior intention scale were
0.623/0.788, 0.628/0.849, 0.840/0.882, 0.734/0.780, 0.817/0.927, 0.792/0.877 respectively. These results
suggest that the validity and reliability of all the measures in sustainable consumption behavior/behavior
intention scale are nearly satisfactory significant [5] [6].
（
Items
1
2
3
4
5
6
7
8
9
10
11
）
Table 1 Results of Sustainable Consumption Behavior
Factor Loading
R1B (1) /R1BI (1)
0.630/0.777
0.740/0.698
0.707/0.651
0.569/0.672
R1B (2) /R1BI (2)
R2B/R2BI
0.511/0.743
0.792/0.853
0.728/0.733
0.743/0.756
0.805/0.769
0.839/0.802
0.641/0.764
576
Table 2
Items
Behavior Intention Scale’s Factor Analysis
Factor Loading
R3B/R3BI
0.673/0.563
0.742/0.571
0.701/0.740
0.677/0.705
1
2
3
4
5
6
7
8
9
10
11
12
R4B/R4BI
R5B/R5BI
0.751/0.832
0.828/0.818
0.639/0.804
0.827/0.831
0.644/0.634
0.898/0.851
0.783/0.845
0.777/0.727
4.2 Difference analysis of different sample groups’ sustainable consumption behavior
We performed ANOVA on sustainable consumption behavior to explore residents’ sustainable
consumption behavior differences, using demographic variables (gender, age, education level, family
characteristics and average family income per month) as factor variances.
Results are as follows: Groups with different age vary (F-value=2.793, Sig-value=0.019) in Reducing
Behavior (1) in the significance level of 0.05. Means comparison show that the behavior levels of 31-45
years old residents is higher. Groups with different gender/age vary (F-value=3.026/2.192,
Sig-value=0.084/0.057) in Reusing Behavior in the significance level of 0.10. Means comparison show
that the behavior level of women is higher than men, and 26-30 years old residents are the lowest.
Groups with different gender vary (F-value=3.191, Sig-value=0.076) in Recycling Behavior in the
significance level of 0.10. Means comparison shows that the behavior level of women is lower than men.
Groups with different family characteristics vary (F-value=4.249, Sig-value=0.006) in Rescuing
Behavior in the significance level of 0.05. Means comparison shows that the behavior level of married
residents without children is the highest. As for Reducing Behavior (2) and Revaluating Behavior,
groups with different demographic characteristics don’t vary. H1 is partially verified.
4.3 The difference analysis between sustainable consumption behavior and the behavior intention
For all the dimensions, means comparison show that there is a certain gap between every behavior (GAP
2, mean=3.917; GAP 3, mean=6.140; GAP 4 mean=4.707; GAP 5, mean=4.180; GAP 6, mean= 3.638;
GAP 7, mean=5.523) and the behavior intention (GAP 2, mean=5.600; GAP 3, mean=5.651; GAP 4
mean=5.870; GAP 5, mean=5.399; GAP 6, mean=5.451; GAP 7, mean=6.019) respectively (see Fig.1
below). We then performed the SPSS independent-samples T test to test H2 in every dimension. All the
results showed that the null hypothesis should be rejected in the significance level of 0.05. It means
there are significant differences between sustainable consumption behavior and the behavior intention
(GAP 1) [7]. H2 is verified.
R1BI
R1BI (2)
R2BI
R3BI
R4BI
R5BI
GAP 4
GAP 5
GAP 6
GAP 7
R2B
R3B
R4B
R5B
(1)
GAP 1
GAP 2
R1B (1)
GAP 3
R1B (2)
Figure1 the Gap Model of Sustainable Consumption Behavior and the Behavior Intention
577
5 Conclusions and Implications
5.1 Conclusions
This study developed and validated the sustainable consumption behavior scale with qualitative research,
which included six dimensions of 23 items. Moreover, a preliminary questionnaire of sustainable
consumption behavior intention was formed after foreign behavior intention scales’ reference and
sustainable consumption behavior scale’s adjustment. Then we analyzed the demographic variables’
impact on sustainable consumption behavior and the difference between sustainable consumption
behavior and the behavior intention with the collected data.
Conclusions are as follows: Firstly, the demographic variables have influences on reducing behavior (1),
reusing behavior, recycling behavior and rescuing behavior. Secondly, there are significant differences
between sustainable consumption behavior and the behavioral intention in six aspects, which are
reducing (1), reducing (2), revaluating, reusing, recycling and rescuing.
5.2 Implications
Residents’ sustainable consumption behavior plays an important role in the urban environmental
management. On one hand, it can guide enterprises to product sustainable; on the other hand, it is
conducive to the city’s emission reduction, resource conservation and pollution reduction. Therefore,
promoting residents’ sustainable consumption behavior is very important and necessary.
Based on the above conclusions, we propose effective practices to promote residents’ sustainable
consumption behavior. Firstly, the ways to guide residents to implement sustainable consumption
behavior should be diversified, namely, practices should be different in connection with different types
of residents. As for men, who spend more time working, promoting sustainable consumption related
policies in the enterprises will be more effective. As for women, who spend more time in keeping house
and shopping, and concern more about the price, packaging and other details, the sustainable
consumption behavior pattern could be promoted in hypermarkets or retail stores. As for different age
groups, publicizing can be done through different channels and columns in media, such as CCTV
children’s channel, which could be used to promote sustainable consumption behavior to children.
Secondly, there are differences between sustainable consumption behavior and the behavioral intention.
Effective solutions are proposed to promote people with sustainable consumption behavior intention to
implement sustainable consumption behavior. For example, manufacturing and selling enterprises
should win people’s support and increase their confidence in implementing sustainable consumption
behavior through a variety of ways. The reason for some people who have sustainable consumption
behavior intention, but fail to implement sustainable consumption behavior is that they have doubt about
the product quality, and don’t know using procedures of green products clearly. Therefore,
manufacturing enterprises should control quality strictly, and get ISO9000, ISO14000 and other
standards certifications actively. Selling enterprises should promote environmental friendly products
actively; eliminate consumers’ doubt through on-site product trials and detailed explanation of using
steps, aiming at facilitating residents’ implementation of sustainable consumption behavior.
References
[1]. Adamantios Diamantopoulos, Bodo B. Schlegelmilch, Rudolf R. Sinkovics and Bohlen Greg M.,
“Can socio-demographics still play a role in profiling green consumers? A review of the evidence
and an empirical investigation,” Journal of Business Research, vol. 56 no. 6(2003), p 465-480
[2]. Changiz Mohiyeddini, Regina Pauli, Stephanie Bauer, “The role of emotion in bridging the
intention-behaviour gap: the case of sports participation,” Psychology of Sport and Exercise,
vol.10 no. 2(2009), p226-234
[3]. Sebastian Bamberg, “How does environmental concern influence specific environmentally related
behaviors? A new answer to an old question,” Journal of Environmental Psychology, vol. 23 no.
1(2003), p21-32
578
[4]. Marie Hélène De Cannière, Patrick De Pesmacker and Maggie Geuens, “Relationship quality and
the theory of planned behavior models of behavioral intentions and purchase behavior,” Journal of
Business Research, vol. 62 no. 1(2009), p 82-92
[5]. Robert W Ruekert, Gilbert A Churchill, “Reliability and validity of alternative measures of channel
member satisfaction,” Journal of Marketing Research, vol. 21 no. 1(1984), p226-233
[6]. Liu Jun, Management Research Methods, 1st ed. Renmin University of China Publishing House,
2008:243 275 (in Chinese)
[7]. Zhang Wentong, SPSS11 Statistical Analysis Tutorial: Advanced, 1st ed. Beijing University of
Posts and Telecommunications Publishing House, 2002:223 245(in Chinese)
～
～
579