New Zealand ethical consumption driven by universalism and personal achievement; can it also be fun?
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Date
2024-10-24
Open Access Location
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor and Francis Group on behalf of the Royal Society of New Zealand
Rights
(c) 2024 The Author/s
CC BY 4.0
CC BY 4.0
Abstract
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.
Description
Keywords
Ethical consumption, sustainable consumption, environmental concern, laddering technique
Citation
Hasan S, Wooliscroft B, Ganglmair-Wooliscroft A. (2024). New Zealand ethical consumption driven by universalism and personal achievement; can it also be fun?. Kotuitui. Latest Articles. (pp. 1-10).