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 MoreFeatured
G1. Enchantment through Retro Product Consumption in a Digital World
Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK
Featured
Mere and Near Completion
Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA
Featured
A Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data
Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA