Massey Documents by Type

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Identifying constraints on Gen Z’s path toward ethical tourism consumption and practices
(Taylor and Francis Group, 2025-01-03) Seyfi S; Hall CM; Saarinen J; Zaman M; Vo-Thanh T
Gen Z’s interest in ethical consumption, including tourism, is growing in response to pressing global challenges. However, there is limited research on the constraints tied to the ethical travel decisions of this young cohort of travelers. This qualitative study, grounded in the theory of constraints and ethical consumerism literature, addresses this gap. The findings reveal multi-layered and interrelated constraints categorized as intrapersonal (cognitive dissonance, risk aversion, consumption inertia), interpersonal (green stigma, family dynamics, social comparison), and structural (limited accessibility, financial restrictions). This study extends the theory of constraints by showing that these constraints do not act in isolation but interact dynamically, with intrapersonal constraints often triggering interpersonal and structural ones, while certain barriers reinforce others. Unlike previous research that treats these constraints as independent, our findings reveal their sequential and context-dependent nature, offering new insights into how these constraints interrelate in shaping ethical travel decisions and practices. By highlighting the complexity of ethical decision-making—including conflicting principles, ambiguity, and social influences—this study offers a novel, theoretically-grounded perspective on the constraints faced by Gen Z, often labelled the “greenest” generation. Practically, these findings inform targeted interventions and policy initiatives to enable ethical tourism.
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.
Changing patterns of consumerism : the rise and rise of the second hand : a thesis presented in partial fulfilment of the requirements for the degree of Master of Arts in Visual and Material Culture at Massey University, Wellington, New Zealand
(Massey University, 2011) Noon, Deborah Jan
The aim of this thesis is to investigate the popularity of the second hand. In the wake of the conspicuous consumption which dominates the western world, where everything is new and available en masse, it seems to constitute a paradox. With the vast array of choice the consumer has today, the question of why the material culture of the second-‐hand market is so popular is intriguing. In this New Zealand study a two part approach was undertaken to answer this question. Firstly, interviews with both buyers and vendors of the second hand were conducted. Thirteen people in total were interviewed, six of whom were avid purchasers of the second hand and seven who were vendors of the second hand. Secondly, the voluminous popular literature was reviewed. This thesis takes a broader more holistic approach, rather than focusing on one particular aspect of second-‐hand consumption, as has been the predominant case thus far in international studies. Because of this broader approach, four key categories were developed to make sense of and, frame the analysis of the research findings: the ‘aesthetic’, ‘values’, ‘practices’ and ‘identity’. Each was conceptually broad but each also allowed for a particular line of enquiry within the broader field of inquiry. Within the aesthetic category, the influence of lifestyle, style and fashion on second-‐hand consumption was a focal point. This study identified the second-‐ hand market as an important vehicle of inclusion, especially in light of the current fashion for vintage clothing and retro goods. Within the values category, the concept of ethical consumption and the second hand was explored. My respondents did not give ethical consumption as a primary consideration for the choice to purchase second-‐hand goods. In contrast to iii the growing literature on ethical consumption, this study found greater consideration was given to a moral obligation to give back and the enactment of a conscience of care in second-‐hand consumption. The concept of thrift and other hedonistic motivations were the focus of the practices category. Thrift has been given little consideration in the literature yet was found to be very influential in respondent’s choices especially in today’s economic uncertainty. Of the more hedonistic motivations the findings echoed much of the conclusions identified in earlier literature on the second hand. The final category of research was identity. Reinforcing the existing academic literature, the importance of defining oneself and place in the world was found to be paramount. Differentiation and uniqueness were most valued and the second-‐hand market was privileged as the best source of goods with which to express one’s identity. The overall findings of this study endorse and also qualify the current academic literature on the second hand. Given the small sample size in this research, it is hoped that this study will act as a stimulus to further research.

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