Knight, Helena  ORCID: https://orcid.org/0000-0002-8537-214X and Nikhashemi, S.R
2019.
Towards a cross‐cultural understanding of the determinants of sustainable consumption: A systemic perspective in the case of the Sultanate of Oman.
Presented at: Academy of Marketing 52nd Annual Conference,
London, UK,
2-4 July 2019.
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Abstract
The paper outlines the conceptualisation and proposed methodology for examining sustainable consumption by Omani consumers. By moving away from the conceptions that sustainable consumption is a linear, information-processing activity, and choice by sovereign actors, the study answers calls in extant literature to move towards considering the broader external socio-cultural and structural elements in society as facilitators or impediments to sustainable consumption. The study will provide cross-cultural insights to a body of knowledge that is currently conceived narrowly of Western, developed markets-based context. The study employs a mix of qualitative and quantitative research methods to examine the determinants of sustainable consumption by Omani consumers and to construct a framework of drivers and barriers of sustainable consumption in emerging markets. The study proposes that cross-cultural insights are necessary to develop a balanced body of knowledge. The distinctive socio-cultural environment in the Middle-Eastern countries is likely to mediate the role of consumption in the lives of Omani people. Likewise, the macroenvironmental trends and market structures that influence consumer behaviour differ. Considering the contextual differences may address the potential threat of alienating consumers from engaging in sustainable consumption if market development strategies and policies are informed by frameworks derived solely from incompatible contexts. Towards a cross-cultural understanding of the determinants of sustainable consumption: A systemic perspective in the case of the Sultanate of Oman. Abstract The paper outlines the conceptualisation and proposed methodology for examining sustainable consumption by Omani consumers. By moving away from the conceptions that sustainable consumption is a linear, information-processing activity, and choice by sovereign actors, the study answers calls in extant literature to move towards considering the broader external socio-cultural and structural elements in society as facilitators or impediments to sustainable consumption. The study will provide cross-cultural insights to a body of knowledge that is currently conceived narrowly of Western, developed markets-based context. The study employs a mix of qualitative and quantitative research methods to examine the determinants of sustainable consumption by Omani consumers and to construct a framework of drivers and barriers of sustainable consumption in emerging markets. The study proposes that cross-cultural insights are necessary to develop a balanced body of knowledge. The distinctive socio-cultural environment in the Middle-Eastern countries is likely to mediate the role of consumption in the lives of Omani people. Likewise, the macro environmental trends and market structures that influence consumer behaviour differ. Considering the contextual differences may address the potential threat of alienating consumers from engaging in sustainable consumption if market development strategies and policies are informed by frameworks derived solely from incompatible contexts. Introduction This paper outlines the conceptual underpinnings and proposed methodology of a study that examines the external socio-cultural and structural factors that facilitate and impede sustainable consumption of Omani consumers. Sustainable or ethical consumption represents a significant research domain for studying the impacts of business on society, alongside concept such as corporate social responsibility and sustainability. Research on sustainable consumption considers how ethical or sustainable consumption choices are made and the factors that influence it. According to the Norwegian Ministry of Environment (1994, cited in OECD 2002: 9), sustainable consumption concerns "the use of goods and related products which respond to basic needs and bring a better quality of life, while minimising the use of natural resources and toxic materials as well as the emissions of waste and pollutants over the life cycle, so as not to jeopardise the needs of future generations." In practice, consumers may adopt sustainable consumption by either maintaining current levels of consumption but seeking sustainable alternatives, or reducing levels of consumption. (Longo, Shankar, Nuttall, 2017). Much extant research focuses on the individual's decision making processes and how consumer knowledge related to sustainability influences consumer response, as well as studying the links between intentions to engage in ethical consumption and the actual behaviour. There appears to be much less research on the external social and structural elements that may mediate ethical consumption, particularly from a cross-cultural perspective. The aim of this study is thus to examine the drivers and barriers
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Date Type: | Publication |
| Status: | Published |
| Schools: | Business (Including Economics) |
| Related URLs: | |
| Last Modified: | 05 Jun 2023 10:40 |
| URI: | https://orca.cardiff.ac.uk/id/eprint/159335 |
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