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



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