E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

We integrate cultural identity, regulatory focus and construal theory perspectives to examine effectiveness of sustainable product initiatives. Across five studies, we demonstrate strong moderating effects of cultural identity in consumer responses to sustainability framing. Globally-oriented consumers are more engaged with sustainability framed in promotion and more distant terms.



Citation:

Ekaterina Salnikova, Yuliya Strizhakova, and Klaus G Grunert (2018) ,"E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 926-926.

Authors

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving

Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA

Read More

Featured

N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions

Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, USA

Read More

Featured

When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.