What is it about?

The current study aims to bridge the gap by examining a typical non-green consumption behavior in an expanded framework of consumer choice theory.

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Why is it important?

Previous research has primarily focused on consumer green consumption behavior, and there has been a lack of definitions and examinations of the opposite behavioral pattern—non-green consumption.The practical and theoretical implications of understanding the economic and non-economic factors affecting consumer non-green consumption make a significant contribution to the literature.

Perspectives

The current study contributes to the literature of green consumption in two ways. First, the current study provides a clear definition for the concept of non-green consumption behavior.Second, a conceptual model was proposed based on an expanded model of consumer choice with both economic and non-economic factors included. More importantly, the conceptual model was empirically tested using a national sample in China.

Professor Ai-zhong He
Business School of Hunan University

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This page is a summary of: Factors affecting non-green consumer behaviour: an exploratory study among Chinese consumers, International Journal of Consumer Studies, December 2015, Wiley,
DOI: 10.1111/ijcs.12261.
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