Browsing by Author "Wooliscroft B"

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    A hierarchy of sustainable grocery shopping behaviours: Using Rasch modelling to explore adoption groups
    (John Wiley and Sons Ltd, 2022-11-14) Ganglmair-Wooliscroft A; Wooliscroft B
    Grocery shopping is a major contributor to unsustainable consumption in the developed world. This study constructs a hierarchy of sustainable grocery shopping (SGS), using a broad range of SGS consumption activities that contribute to an individual's aggregate grocery shopping. We confirm the suitability of Rasch modelling to construct the SGS hierarchy and, recognize the definitional equivalence between features of the Rasch model and Rogers' adoption groups. Our results are transformed into theoretically founded, empirically observed SGS adoption segments. SGS adoption groups are analysed with reference to multiple research streams. Our results show that the diffusion of SGS behaviours in a population is in its early stages and most SGS adoption segments undertake a limited number of SGS behaviours. Demographic characteristics do not contribute to explaining SGS membership, but personal values do. Personal values are also related to the observation of spill-over between items of similar behavioural difficulty, rather than within product categories. Only the most advanced SGS adoption groups consider sustainably sourced food as a decision criteria. We show the importance of investigating SGS with a systemic approach.
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    New Zealand ethical consumption driven by universalism and personal achievement; can it also be fun?
    (Taylor and Francis Group on behalf of the Royal Society of New Zealand, 2024-10-24) Hasan S; Wooliscroft B; Ganglmair-Wooliscroft A
    Overconsumption and environmental pollution in New Zealand are leading to the depletion of its resources, threatening its ecosystem. This paper explores New Zealanders’ ethical and sustainable consumption behaviour, and the motivations and values that drive them. Seventy in-depth interviews with a variety of ethical consumers were conducted and analysed using laddering technique to uncover drivers behind ethical consumption habits. Results reflect the complexity and variety inherent in ethical consumption, and its motivations and drivers. Most ethical behaviours are environmentally focused, aimed at pollution reduction and environmental conservation. Ethical behaviours with a social focus are directed at the local or the international community. Social justice, equality and unity of nature (all sub-values of universalism) are revealed as drivers of ethical behaviours, and are complemented by personal achievement (feeling capable) and feelings of enjoyment–consuming ethically can also be ‘fun’. The complexity of the findings highlights the need for customised messaging from policymakers and businesses to increase ethical consumption behaviours in New Zealand.