Green consumer behaviour among individuals in the low-income rural demographic in Zambia: A subsistence – sustainability paradox (SSP)

Abstract

This study was guided by the Subsistence-Sustainability Paradox (SSP), a framework that applies behavioural theory to situations of scarcity. The SSP shows that households in low-income rural areas often prioritise immediate survival needs over sustainability goals. This is not due to indifference but is a rational response to ongoing poverty and ecological risks. By connecting consumer behaviour to structural inequalities and cultural influences, the study adds to discussions about the limits of what is possible in times of scarcity and the need for sustainability models that consider local contexts. The research used a qualitative phenomenological design, which is effective in capturing real experiences and the meanings that participants give to their environmental practices. The target population included individuals from rural Kabwe, specifically Muwowo, Kang’omba, and Kamakuti, who faced economic difficulties and were directly impacted by climate uncertainty between 2023 and 2024. Using purposive sampling, 27 participants were selected based on their involvement in resource-dependent activities, awareness of ecological issues, and willingness to share adaptive strategies. The sample consisted of 19 individuals who were interviewed in depth and 8 participants who joined focus group discussions, ensuring that both individual and group viewpoints were included. Data collection used a multi-method approach, which involved semi-structured interviews, focus group discussions, and non-participant observations over four months. Interviews offered detailed accounts of consumption habits, traditional practices, and cultural norms. Focus groups encouraged discussions that uncovered shared values, conflicts, and community-led resilience strategies. Observations recorded real-life actions such as reusing resources, traditional farming techniques, and community coping methods, providing an objective addition to self-reported data. Data analysis followed Van Manen’s hermeneutic-phenomenological method, using structured coding and thematic grouping to interpret participants’ experiences. NVivo software was used to ensure clarity and reliability in identifying themes related to affordability, cultural continuity, awareness gaps, and Indigenous resilience. The findings revealed four main themes: affordability as the key driver of consumption; cultural continuity supporting traditional practices; a gap between awareness and action in which ecological knowledge does not lead to behaviour change; and adaptive creativity shown through indigenous resilience and frugal innovation. These themes demonstrate how factors such as cost, tradition, knowledge, and resilience interact with green consumer behaviour within contexts of scarcity. The study concludes that feasibility thresholds, rather than attitudes or norms, are the main factors determining sustainable actions in low-income rural households. It suggests policies that promote frugality and indigenous resilience through subsidies, microfinance, and culturally relevant education. By framing the lack of typical green practices as logical responses to survival needs, the research enhances discussions around sustainability by linking poverty reduction with ecological care and emphasising environmental justice.