Advancing sustainable consumption in the UK and China: The mediating effect of pro-environmental self-identity

Paper accepted for publication (forthcoming). This paper takes a more holistic lens to investigate the roles of materialism, environmental concern, social consumption motivation, pro-environmental self-identity in affecting sustainable consumption behaviours among British and Chinese consumers. An online panel survey was adopted. Pro-environmental self-identity is examined as a mediator between the above mentioned antecedents and sustainable consumption behaviours. Signifiant differences are identified between the two countries. We offer several possible explanation to the findings and discuss marketing strategies