Can Sustainability Break the Glass Floor of the Social Imaginary?
This paper explores the tensions lived by downshifters in their quest of a sustainable lifestyle. Results indicate that downshifting is limited by a “glass floor,” which reflects the social imaginary, and that there seems to be a minimum level of socially required consumption.
Nil Özçaglar-Toulouse and Mathilde Szuba (2011) ,"Can Sustainability Break the Glass Floor of the Social Imaginary?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Nil Özçaglar-Toulouse, Universite Lille Nord de France, France
Mathilde Szuba, University of Paris 1, France
NA - Advances in Consumer Research Volume 38 | 2011
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Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University
R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand
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