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

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