Proposing a ‘constrained environmental stewardship’ (CES) framework: Understanding green consumer behaviour among individuals in low-income rural households in Zambia, under conditions of climate uncertainty

Abstract

This study looks at green consumer behaviour among low-income rural households in Kabwe, Zambia, during the 2023 drought caused by El Niño. The research used the Constrained Environmental Stewardship (CES) framework. This framework shifts the discussion of sustainability beyond models like the Extended Theory of Planned Behaviour and the Base-of-Pyramid framework. CES views rural environmental behaviour not as irresponsibility but as resilience and moral duty under tough circumstances. It places household practices within the context of poverty and climate uncertainty. A qualitative, phenomenological design with a mixed-methods approach was used to capture participants' real experiences. The target group comprised rural households spending less than US$5.50 per day, representing Zambia’s rural poor. Using purposive sampling, 27 participants from the Muwowo, Kang’omba, and Kamakuti regions of Kabwe were chosen, reflecting different genders, ages, and livelihood categories. Data collection included various methods. In-depth interviews with 19 participants explored their consumption stories, traditional practices, and cultural norms. Focus group discussions with 8 community members showed shared values, social influences, and ways to build resilience together. Non-participant observations provided insights into daily habits. Household surveys confirmed the findings with quantitative data, enhancing reliability and validity. Data analysis followed Van Manen’s hermeneutic-phenomenological method. It focused on thematic reflection, detailed descriptions, interpretive depth, and the essence of real experiences. This process revealed the meanings participants attached to their environmental practices during times of scarcity and ecological threats. The findings show contradictions in green consumer behaviour among the rural poor. Environmental awareness existed alongside practices such as charcoal use and tree cutting, driven not by carelessness but by survival needs. Households showed resilience and creativity through recycling, repurposing, and cost-saving ideas. However, poverty, poor infrastructure, and systemic exclusion limited their ability to act sustainably. The CES framework offers a culturally relevant way to understand rural environmental behaviour. It redefines this behaviour as adaptive and responsible under significant constraints. Recommendations focus on policies that make living costs more manageable, improve local education, and enhance infrastructure while recognising the importance of community resourcefulness in promoting sustainable practices. By placing green consumer behaviour within the context of poverty and climate uncertainty, the CES framework provides both new theoretical insights and practical policy guidance. It ensures that resilience is supported and not misunderstood as irresponsibility.