Consuming Sustainability Narratives

Paul Haynes, Royal Holloway, University of London, UK
Many well known brands use ethical and environmental narratives effectively to differentiate themselves from similar products; however, narratives conflicting with existing cultural values are unlikely to influence consumers. Using insights from cultural branding, this paper will challenge the view that to promote sustainable goods requires changing consumer’s values.
[ to cite ]:
Paul Haynes (2015) ,"Consuming Sustainability Narratives", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 364-367.