Consuming Sustainability Narratives
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.
Citation:
Paul Haynes (2015) ,"Consuming Sustainability Narratives", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 364-367.
Authors
Paul Haynes, Royal Holloway, University of London, UK
Volume
NA - Advances in Consumer Research Volume 43 | 2015
Share Proceeding
Featured papers
See MoreFeatured
Public Discourse and Cultural Valorization in the Cancer Marketplace
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA
Featured
Meaningful Numbers: Consumer Response to Verbal Reaffirmation of Numerical Nutrition Information
Steffen Jahn, University of Goettingen, Germany
Monique Breaz, University of Goettingen, Germany
Till Dannewald, Wiesbaden Business School
Yasemin Boztug, University of Goettingen, Germany
Featured
A Meta-Analysis on the Endowment Effect in Experiments
DANIEL SUN, University of Calgary, Canada