This research provides insight into how socialisation and learning aids consumers to form their ecological self. Past research establishes that ecological self, expressed as environmental identity, positively drives responsible consumption, but there is a lack of understanding of how consumers form their ecological selves and environmental identities. The aim is to provide a broader motivational structure that drives the formation of nature identity and its influence on responsible consumption behaviour. The ethnographic data uncovers the cognitive thoughts, affections, symbolic inferences and nature experiences of participants guiding the formation of the ecological self, attachment to nature and ecological worldviews, which then drives responsible consumption behaviour. The conceptual framework outlines the overall motivation driving ecological self and identifies emotional, religious and spiritual attachments to guide the development of ecocentric, theocentric and transcentric ecological worldviews. This research mainly contributes to theory development and social marketing efforts.

This article explores alternate ways to conceptualize self-nature relationship, that is, how nature in general, rather than specific nature places, become part of the extended self and how this influences responsible consumption. An ethnography, using participant observation, iterative in-depth interviews and photographs, was used to understand self-nature relationship and consumption behavior. The study was conducted in Malaysia using the English language as the medium of communication. The results suggest three levels of extended-self, reflecting the individual’s depth of relationship with nature; relational extended-self, encapsulated-self and assimilated-self. Nature as extended self, then, influences meanings attached to nature which results in different levels of attachment with nature; these are, functional, emotional, religious and spiritual attachment. When nature is perceived as separate from self, consumption behaviour is motivated by self-interest or self-preservation. As nature experiences are internalised, individuals begin to form emotional connections which initiates the process of self-extension whereby nature is progressively seen as part of the self. At the higher level, stronger affiliation with nature may result in religious or spiritual attachment, which motivates further assimilation of the self with nature and a sense of oneness with the broader universe promoting communal relationship and mutual gain. Our study contributes theoretically with the discovery of three dimensions of extended self and how extended self influences responsible consumption. Practically, these insights are valuable for public policy, social marketing and sustainability programs, for example, it highlights a possible solution to our unsustainable consumption behaviour which is, programs or activities which encourage our citizens to spend time with nature.