The Meaning of Nature and Its Implications For Individual Consumption Behaviour

https://www.acrwebsite.org/volumes/v40/acr_v40_11677.pdf

Abstract:

There is a plethora of studies on nature related behavior from social psychology providing useful insights, especially on the impact of connectedness to nature in developing ecological behavior; how- ever with minimum attempt to theorize why individuals engage with the natural world. This research presents a theoretical framework suggesting progress towards sustainability is only achievable if indi- viduals see themselves as part or in total oneness with nature. Deeper insights into bloggers’ thoughts, memories and experiences reflect their views of nature as extended self, their engagement with nature spirituality and their co-existence with nature as part of God’s cre- ation. This research has the potential to offer transformative insights on sustainable consumption behavior and contributes to consumer research by providing an avenue towards understanding individual experiences that may change sustainable consumption attitudes and behavior. Nature may hold different meanings to different individu- als. Therefore, each individual’s experience with nature is unique and this translates into personal expression and meanings. Previous studies suggest connectedness to nature fosters ecological behavior, however, these studies lacked the theoretical foundation on why con- sumers engage with the natural world. This study explores what mo- tivates consumers to be a part of nature. An interpretative approach is used and the data is based on an environmental blog over three years to explore the meaning of nature among those who are strongly inclined towards nature and its preservation. The results include the consideration of nature as an extension of self, spirituality and reli- gion. Overall, the results suggest that viewing nature as one with self is a key motivational driver of ecological behavior and sustainable consumption. This article contributes to knowledge in consumer re- search by addressing the root-cause driving sustainable consumption behavior.