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首页> 外文期刊>Journal of Business Research >Appraising the influence of pro-environmental self-identity on sustainable consumption buying and curtailment in emerging markets: Evidence from China and Poland
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Appraising the influence of pro-environmental self-identity on sustainable consumption buying and curtailment in emerging markets: Evidence from China and Poland

机译：评估亲环境自我认同对新兴市场中可持续消费购买和削减的影响：来自中国和波兰的证据

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摘要

Understanding sustainable consumption buying and curtailment behavior in emerging markets is limited, yet this knowledge is vital to the future of these economies. The newer conceptualization of pro-environmental self-identity (PESI), as environmentally-friendly dynamic-self, can significantly inform comprehension of these behaviors, and strengthen them. Utilizing intra-personal influences and situational cueing, this paper appraises the influence of PESI on the sustainable buying and curtailment behaviors of consumers in China and Poland. Surveying these consumers, PESI was confirmed as a significant influence on their buying and curtailment behaviors. Contextual and behavioral distinctions also emerged, highlighting a buying emphasis in China and curtailment orientation in Poland. Notably, PESI was found to be multi-activated by situational cueing, moral responsibility, assessment, social desirability, tinted by consumer effectiveness and knowledge. Important implications arise for eco-innovation and buying and curtailment policy-making in emerging markets. PESI consumers have a potential active stakeholder role in this innovation and policy development.
机译：对新兴市场中的可持续消费购买和削减行为的理解是有限的，但是这种知识对于这些经济体的未来至关重要。亲环境自我身份（PESI）的较新概念化是环境友好型动态自我，可以显着告知人们对这些行为的理解并加以加强。利用个人内部影响和情景提示，评估了PESI对中国和波兰消费者的可持续购买和减少行为的影响。通过对这些消费者进行调查，可以确定PESI对他们的购买和减少行为有重大影响。语境和行为上的区别也出现了，突显了中国的购买重点和波兰的缩减取向。值得注意的是，PESI被情境提示，道德责任，评估，社会期望，消费者有效性和知识色彩所激活。这对新兴市场的生态创新以及购买和削减政策制定产生了重要影响。 PESI消费者在此创新和政策制定中可能扮演潜在的利益相关者角色。

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