Examining the Differences Between the Environmentally Conscious Consumer Behavior in China and Hungary

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1 Examining the Differences Between the Environmentally Conscious Consumer Behavior in China and Hungary Prof. Ágnes Hofmeister-Tóth 1, Kata Kelemen 2, Marianna Piskóti 3, Attila Endre Simay 4 Corvinus University of Budapest Hungary agnes.hofmeister@uni-corvinus.hu 1, kata.kelemen@uni-corvinus.hu 2, marianna.piskoti@uni-corvinus.hu 3, attila.simay@uni-corvinus.hu 4 1. Introduction One of today s global problems is our ever-growing raw material and energy consumption, driven by the expansion in household consumption. Raising awareness of the issue and increasing individual responsibility have been a point of focus for the last thirty years, further underlined by the 2008 economic crisis. In order to ensure that the new economic equilibrium following the economic crisis be based on conscious, responsible attitude, it is necessary to obtain the knowledge required for and implement in practice the sustainable consumption patterns. However, implementing the principles of sustainability require different commitments from every nation. Each country has differing social, economic and environmental features, and there are fundamental differences in the degree of commitment to the main issues. 2. Literature overview The concept environmentally conscious consumer has been defined in many ways. According to Roberts (1996), a consumer is to be considered environmentally conscious if they purchase goods and services which they believe to have a positive or a less negative impact on the environment. Meffert and Kirchgeorg (In: Nagy, 2005) suggested that environmentally conscious consumers be defined as natural persons and legal entities who take into account ecological impacts in their purchase decisions. Environmentally conscious consumers realize that the development, production, distribution, consumption, use and even the disposal of any product places a heavy burden on the environment and causes additional costs. They strive to minimize these negative effects and additional costs. Moreover, according to Meffert and Kirchgeorg (1993), environmentally conscious consumer behavior might be accomplished in several different ways. The majority only considers a couple of factors, instead of taking advantage of all the opportunities. Meffert and Kirchgeorg (1993) identified five types of behavior which an environmentally conscious consumer might choose: (1) Reducing the consumption of traditional goods, (2) adjusting demand purchasing eco-friendly products instead of traditional ones, (3) consuming environmentally efficient goods, (4) participation in recycling, in separate waste collection, (5) environmentally conscious complaints or protests. An important issue in green marketing is to determine the qualities, habits and actions characteristic for environmentally conscious consumers (Straughan and Roberts, 1999). Studies usually attempt to describe such consumers using demographic categories, based on their commitment to the environment. They examine environmental consciousness by studying the individual s attitudes and actions.

2 2.1 Measuring Environmental Attitude Given that the objective of the present study is the exploratory examination of young Chinese and Hungarian citizens environmental consciousness, comparison was based on environmental attitudes, which the authors chose to measure using the New Ecological Paradigm (NEP) scale. The NEP scale measures environmental attitude based on the general conviction of humanity s relationship with the environment. The theoretical basis for this is that the Dominant Social Paradigm (DSP) characteristic of Western society failed to provide an appropriate answer to a number of environmental questions. This approach considers humans to be independent creatures who are, above all, natural organisms. With environmental problems coming to the forefront, by the 1970s, it was possible to identify an evolving conviction based on an ecocentered system, which treats humans as a part of the environment and thus endows them with certain limits. This approach became known as the New Environmental Paradigm, which is based on the assumption that environmental problems pose a challenge to the basic way people think about the environment and their relationship with it (Dunlap and Van Liere, 1978). The different approach of DSP and NEP is reflected in Schwartz s (1999) power/authority-harmony cultural value dimension. According to Schwartz, individuals relationships with the environment and society move between two end points. On the one hand, members of society can fit into the world harmonically, doing their best to preserve it. In this case, society is governed by so-called harmony values that are in keeping with the NEP view. On the other hand, however, by applying the DSP approach, people can strive to utilize and change Earth s resources. In this case, by overcoming nature, the values related to the domination of nature will be in excess in the given society. A number of empirical studies have supported the correlation between NEP and the values of harmony. Based on the results, the NEP indices correlated positively with the values of harmony in 27 countries. All of this supports the fact that the NEP scale is reliable in reflecting people s values. An NEP ideology makes individuals susceptible to more narrowly focused environmental worries. The NEP measures to what extent people are conscious of the negative consequences of the environment s state, whereas studies that apply the Schwartz-type norm-activation model instead measure the consequences of the problem focus (Stern et al., 1999). 3. Research results In our research, we investigated the concept of sustainability within the consumption behaviour of young Chinese and Hungarian citizens. This age group was chosen as young adults have the chance to shape their consumption habits on the basis of their own values, partially or fully independent of that of the orientation family. Accordingly it is important to develop the environmental sensitivity of and to increase the practical knowledge of this agegroup Research Methodology The objective of the pilot study was to identify the differences between actual behaviour and behavioural intentions. The examination was also extended to psychological factors, such as the scale of values, environmental attitudes and approaches to ethical behaviour. To examine these questions, we applied a value scale that is a combination of the Rokeach and Schürmann value scales (Hofmeister-Tóth & Simányi, 2006). The environmental attitude was

3 measured by the New Ecological Paradigm scale (Dunlap, Van Liere, Mertig, & Jones, 2000), which made it possible to understand certain aspects of environmental attitudes and concerns. To present the ethical behaviour, Forsyth s Ethical Positioning Scale was used (Cui, Mitchell, Schlegelmilch, & Cornwell, 2005; Forsyth, 1980). The two surveys for this study were conducted in November 2010 and September 2011 in Budapest and in Beijing. The Hungarian survey obtained 399 respondents, while the total sample size was 189 respondents in China. Data was analyzed using the SPSS software suite. This paper focuses on the results based on the psychological factors Characteristics of the Samples The respondents in China were young citizens, mainly students from the University of Beijing, with average age of years. Hungarian respondents were students at the Corvinus University of Budapest. Their average age was years. The samples are shown in detail in Table 1. Table 1. Demographic characteristics of the sample N (CHINA) % (CHINA) N (HUNGARY) % (HUNGARY) Gender Male Female Total Age Total Education Below Bachelor Bachelor Master PhD Total Comparison of Values A number of studies have found empirical support for the relationship between basic human values and environmentally-friendly consumer behaviour (Thogersen and Ölander, 2002). Based on this assumption, as a first step we examined personal value differences between the two countries using a combination of the Rokeach and Schürmann value scales (Hofmeister-Tóth & Simányi, 2006). The Cronbach coefficient alpha estimate of reliability for the scale was 0.84 in China and 0.91 in Hungary, indicating a high degree of internal consistency of the construct in both country. The comparison shown in Table 2 reveals some sizeable value differences between China and Hungary.

4 Table 2. Comparison of Value Priorities* China Hungary Health 4,84 (1) 4,72 (3) Lust for Life 4,81 (2) 4,73 (2) Honesty 4,54 (7) 4,20 (14) Modesty 4,11 (16) 3,46 (23) Happiness 4,73 (4) 3,33 (24) Harmony 4,19 (15) 4,19 (15) Self-Sufficiency 4,22 (14) 4,19 (16) Freedom 4,53 (8) 4,38 (8) Safety 4,71 (5) 4,85 (1) Education 4,42 (10) 3,92 (19) Family 4,75 (3) 4,31 (11) Wisdom 4,45 (9) 4,49 (7) Achievement 3,76 (21) 3,83 (20) Generosity 3,87 (18) 4,23 (13) Pleasure 3,50 (23) 4,30 (12) Order 3,85 (19) 3,47 (22) Progress 4,35 (11) 4,59 (5) Wealth 3,65 (22) 4,34 (10) Thrifty 3,79 (20) 3,56 (21) Prestige 3,25 (24) 4,60 (4) Originality 4,31 (12) 4,57 (6) Sincerity 4,70 (6) 4,35 (9) Success 3,99 (17) 4,04 (18) Contentedness 4,25 (13) 4,07 (17) *Figures in the columns are mean scores on a 5-point Likert scale While health and lust for life have been shown as the most important values in China, safety appear to be the most important values in Hungary. Happyness was the value where the greatest difference was found. Happiness, modesty and education proved to be more important in Chine than in Hungary. In contrast with this Hungarian repondents highlighted prestige, pleasure and wealth more than Chinese participants Differences in Environmental Attitude To measure respondent s environmental attitude we used the New Ecological Paradigm scale. The scale has a number of versions. The original scale (New Environmental Paradigm Scale) is made up of 8 corresponding and 4 conflicting statements, using the 4 degree/scale Likert scale. In the authors reviewed the original scale and this resulted in a new version with the total number of statements extended to 15 (Hawcroft and Milfont.2010). As a result, the previous three facets were modified to 5. These are the following: (1) the recognition of the boundaries of growth (limits) (2) anti-antropocentrism

5 (3) the fragility of nature s balance (balance) (4) rejection of the exceptional position of mankind (anti-exempcionalism) (5) the possibility of the occurrence of an eco- crisis (eco-crisis) The modified 15 statements are made up of eight corresponding (odd numbered) and seven contradictory (even numbered) statements. Survey participants rated each of the fifteen items on a Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). We reverse coded the seven negatively phrased items of the scale. Table 3 presents the response distributions for NEP items in the two surveys. Table 3. Frequency distributions and scores of the NEP scale items NEP Items China Hungary 1.We are approaching the limit of the number of people the earth can support. 2.Humans have the right to modify the natural environment to suit their needs.* 3.When humans interfere with nature. it often produces disastrous consequences. 4.Human ingenuity will insure that we do NOT make the earth unlivable.* 5.Humans are severely abusing the environment. 6.The earth has plenty of natural resources if we just learn how to develop them.* 7.Plants and animals have as much right as humans to exist. 8.The balance of nature is strong enough to cope with the impacts of modern industrial nations.* 9.Despite our special abilities humans are still subject to the laws of nature. 10.Human destruction of the natural environment has been greatly exaggerated.* 11.The earth has only limited room and resources. 12.Humans were meant to rule over the rest of nature.* % Distribution N Mean % Distribution N Mean D U A D U A

6 13.The balance of nature is very delicate and easily upset. 14.Humans will eventually learn enough about how nature works to be able to control it.* 15.If things continue on their present course. we will soon experience a major ecological disaster Overall 15-item scale scores** D (Disagree); U (Unconcerned); A (Agree) *Item is reverse coded ** Scores after adjustment for direction. Higher scores indicate pro-nep worldview Agreement with the eight odd- numbered items indicates pro-nep orientation Agreement with the seven even numbered items indicates pro-dsp orientation All pro-nep responses were expected to be relatively high scores and All DSP responses were expected to be relatively low scores. The items that formed the NEP scale can be seen in Table 1. Each item was measured on a scale ranging from 1 to 7. all pro-nep responses were expected to be relatively high scores and all DSP responses were expected to be relatively low scores. Agreement with the eight odd- numbered items indicates pro-nep orientation, therefore, responses were scored as 7 strongly agree 6 mildly agree 5 agree Agreement with the seven even numbered items indicates pro-dsp orientation. Therefore the scores were reversed for these seven items for the statistical analyses. In the Hungarian survey there was support for thirteen of the fifteen items, meanwhile this number was twelve in Chinese sample. Hungarian participants showed the strongest support for NEP 5 (Eco-crisis item). Support for NEP 3 (Balance item) and NEP7 (Antianthropocentrism item) was also high in this sample. Based on the total scores, respondents in Chine supported the NEP more than did students in Hungary. In the survey in China, the strongest support gained NEP7 (Antianthropocentrism item) followed by NEP9 (Anti-exemptionalism) and NEP11 (Limit to grows). After comparison of the facet s scores we have found that anti-exemptionalism was the only facet that was notably higher in China than in Hungary. This suggests that survey participants in Hungary believe more in human s creativity and progress than the Chinese respondents. Limits of growth The NEP is concerned with equality and development issues (item 6) limits to human interference with nature (item 11) and limits to population growth with regards to carrying capacity of the earth (item 1). An examination of this dimension reveals that over 80 % of the Chinese and 79 % of the Hungarian respondents embrace beliefs about population control (item1), and 92 % of the

7 Chinese respondents embrace beliefs about conservation of resources and only 80 % of the Hungarian respondents. However the respondents in both countries accept the DSP idea of unlimited resources and learning to use them (item6), thus give support to the assumption that some people are less accepting the NEP valuation of nature and more aligned with the DSP value on economic growth. Anti-anthropocentrism The NEP does not accept the idea that nature exists primarily for human use and has no inherent value of its own (item 12), and humans have the right to modify the natural environment to suit their needs (item 2), The Anti-anthropocentric statement about the right of existence of plants and animals (item7) was supported by the vast majority of respondents in both countries. This result suggest that one does not have to be an environmentalist in order to acknowledge the right of existence of plants and animals. Balance of Nature The NEP holds the idea that there is balance in nature and human interference endangers this balance. The items 3 and 13 spotlights the negative consequences of human interference and the delicate character of nature. The majority of the respondents in both countries agreed with these two statement, whereas 16 % of Chinese respondents disagreed regarding statement 13. Item 8 provides a DSP view: in both countries over 70 % of the respondents agree with the statement that the balance of nature is strong enough to cope with the impact of modern industries. Anti-exemptionalism The NEP assumes that people reject the human exemptionalism which is based on the worldview that humans are exempt from constraints of nature. The view supports the human domination and domination of economy over nature Findings on item 4 (Humans ingenuity will insure that we do not make the earth unlivable) indicate that 37 % of the Chinese and 55 % of the Hungarian respondents have antiexemptionalist worldview, more Chinese (46% ) than Hungarian respondents (24%) have exemptionalis views. Similarly over 20 % of the respondents in both countries have antiexemptionalist worldview, whereas 62 5 of the Chinese and 54 % of the Hungarian respondents have exemptionalists views and 14 % of the Chinese and 24 % of the Hungarian respondents have ambivalent options on the item 14 stating that humans will eventually learn enough about how nature works to be able to control it. It seems that more students have trust in human ingenuity and ability to overcome the constraints of nature. ) 0 % of the Chinese respondents and 80 % of the Hungarian respondents believe that despite our special abilities, humans are still subject to laws of nature (item 9).

8 Ecocrisis The NEP stresses on human dependence to nature and disastrous outcome of human interference to nature. The great majority of students in both countries agree with two statements about human abuse (item5) and probable ecological catastrophe (item 15). Similarly, in both countries over the half of the respondents agreed that the ecological crisis has been greatly exaggerated (item 10) 3.5. Differences in Ethical Beliefs With the aim to examine differences in respondents ethical beliefs we measured ethical position using Forsyth's Ethical Position Questionnaire (EPQ). The two-dimensional scale measures the degree of respondents idealism and relativism. Relativists are considered to be less ethical consumers since they reject the idea of moral universality. In contrast idealistic consumers tend to have strong ethical beliefs (Rawwas et al., 1994 in: Cui et al., 2005). Participants rated each of the items on a Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). Table 2. Means and overall scores of the EPQ scale items A person should make certain that their actions never intentionally harm another even to a small degree China Hungary M SD N M SD N Risks to another should never be tolerated. irrespective of how small the risks might be The existence of potential harm to others is always wrong, irrespective of the benefits to be gained One should never psychologically or physically harm another person One should not perform an action which might in any way threaten the dignity and welfare of another individual If an action could harm an innocent person. it should not be done Overall 6-item scale scores (Idealism) Moral standards are individualistic; what one person considers to be moral may seem immoral to another What is moral or immoral is up to the individual Moral standards are personal rules, and should not be used to make judgments of others Ethics are so complex that people should be allowed to formulate their own individual codes Rigid ethical positions that prevent certain actions stand in the way of better human conditions Overall 5-item scale scores (Relativism)

9 Based on the overall scores, Hungarian respondents showed stronger ethical beliefs than Chinese ones. In China relativism was scored higher. This result may reflect both the growing influence of Western individualism in China (Wang et al., 1994) and rise of postmateralist values in Hungary. 4.Some consclusion The purpose of the study was to test the consistency of the NEP scale through assessing the Chinese and Hungarian students environmental worldviews. Supporting the results of prvious studies (Thapa 2011), the present study results show that majority of students in both countries hold pro-nep views.however For the young respondents in both countries the most important issues and actions seen as priorities were waste and recycling. Difference was found regarding the way of traveling, more Chinese respondents use environmentally friendly way of traveling. On the other hand more Hungarian respondents buy local products. In China the NEP score is higher regarding Antiexemptionalism which rejects the human domination and domination economy over nature. In Hungary the majority of the respondents tend to support the Dominant Social Paradigm which means that humans are superior and above nature. Human beings, by of possessing culture and technology are able to adapt nature to human needs. Limitation of the research and further research Although this study provides fresh information on the subject, additional research in different setting is needed before definite conclusion can be made about the worldviews and the NEP scale. The present study was limited to university students. Several limitations that could be explored in future studies are worth noting. First, the present study has examined psychological factors in China and Hungary based on a relatively small, not representative sample. Hence, caution must be exercised in generalizing the findings of this study. Second, additional research in different setting is needed before definite conclusion can be made about the worldviews and the NEP scale. Additional research should be designed to include different samples representing other population groups. It would be ideal to design a longitudinal study in the future. 5. References Cui, C. C. C.; Mitchell, V.; Schlegelmilch, B. B.; Cornwell, B. (2005): Measuring Consumers' Ethical Position in Austria, Britain, Brunei, Hong Kong, and USA. Journal of Business Ethics. 62 (1): Dunlap, R.E.; Van Liere, K.D. (1978): The new environmental paradigm: A proposed measuring instrument. The Journal of Environmental Education. 9: Dunlap, R. E.; Van Liere, K. D.; Mertig, A. G.; Jones, R. E. (2000). Measuring Endorsement of the New Ecological Paradigm: A Revised NEP Scale. Journal of Social Issues. 56 (3): Forsyth, D. R. (1980). A taxonomy of ethical ideologies. Journal of Personality and Social Psychology. 39 (1):

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