Cultivating nature identity and ecological worldviews: a pathway to alter the prevailing dominant social paradigm

Kunchamboo, V. ORCID: 0000-0002-1698-8928, Lee, C.K.C. and Brace-Govan, J., 2021. Cultivating nature identity and ecological worldviews: a pathway to alter the prevailing dominant social paradigm. Journal of Macromarketing, 41 (3), pp. 484-505. ISSN 0276-1467

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Abstract

The worsening environmental problems demand a shift from the prevailing Dominant Social Paradigm to the New Ecological Paradigm. Yet, little is known on the conditions necessary for societal adoption of conservation behaviour. This qualitative study explores the social-psychological aspects and processes cultivating ecological identity and worldviews by uncovering the activities, interpretation of experiences that capture mental thoughts, emotions and symbolic meanings within the richness of lived experiences. The findings theorise the process of ecological identity building and offers in-depth insights into the motivations and stages of ecological identities and worldviews that support pro-environmental behaviour. The insights extend the identity theory to illustrate the process of nature identity development to include the stages of identity activation, creation and synthesis; reveal Asian values and beliefs that consumers use to rationalise their consumption behaviour; and provide implications for macromarketing, education and sustainability initiatives, and policy making.

Item Type: Journal article
Publication Title: Journal of Macromarketing
Creators: Kunchamboo, V., Lee, C.K.C. and Brace-Govan, J.
Publisher: SAGE Publications
Date: September 2021
Volume: 41
Number: 3
ISSN: 0276-1467
Identifiers:
NumberType
10.1177/0276146721997540DOI
1538854Other
Divisions: Schools > Nottingham Business School
Record created by: Linda Sullivan
Date Added: 21 Apr 2022 13:07
Last Modified: 21 Apr 2022 13:07
URI: http://irep.ntu.ac.uk/id/eprint/46158

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