Deontological and Teleological Evaluations in the Adoption of Green Burial Practices: Insights from Young Consumers in China

Abstract

Green burial is gaining popularity in China as an approach to encourage sustainable land use practices. This study explored the fundamental ethical values of young consumers and their influence on the adoption of green burial practices. Through in-depth interviews with a purposively selected sample of 10 participants from various regions in China, ethical considerations related to green burials and their broader implications were examined. Analyzing the data using the HuntVitell Theory of Marketing Ethics, it was found that communicating the environmental and altruistic benefits is crucial for promoting green burials. Participants expressed concerns about the compatibility of green burials with traditional memorialization practices, and anticipated that their friends would support their choice of green burial, while they expected opposition from their parents and grandparents. Perceived affordability and efficiency, both in terms of cost and labor, were identified as key motivators for adoption. However, challenges such as the lack of service providers and infrastructure were found to be the main inhibiting elements. The findings highlight the importance of integrating cultural beliefs with green burial practices and advocate for the development of supportive legislation, proper infrastructure, and educational campaigns to foster mainstream adoption.