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.
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.
Paul Haynes, Royal Holloway, University of London, UK
NA - Advances in Consumer Research Volume 43 | 2015
E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement
Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece
Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products
Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China
Cultivating Collaboration and Value Cocreation in Consumption Journeys
Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA