7C Consumers’ Perceptions of Sustainability in Domains Varying in Closeness to Self

Sustainable choices are seen as solutions for current climate problems. Insights into consumer understanding of sustainability and main drivers of sustainable behaviors are needed to promote change across domains. Egoistic motivations were more prevalent in food than apparel, while certain identity clashes had potential to prevent certain sustainable apparel-related behaviors.


Catalin Mihai Stancu, Alice Grønhøj, and Liisa Lähteenmäki (2019) ,"7C Consumers’ Perceptions of Sustainability in Domains Varying in Closeness to Self", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 993-993.


Catalin Mihai Stancu, Aarhus University, Denmark
Alice Grønhøj, Aarhus University, Denmark
Liisa Lähteenmäki, Aarhus University, Denmark


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?

Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA

Read More


The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class

Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia

Read More


I7. Male Spokespeople: Antecedents and Consequences of Social Comparison

Hsuan-Yi Chou, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chieh-Wen Cheng, National Sun Yat-sen University

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.