Managing Multiple Identities: a Case of Meat Consumption

The study identifies that consumers can hold multiple hierarchically ordered identities with implications for consumption, reduction and avoidance of various protein products. Identities can correspond or conflict. In the latter case, strategies of managing identity salience or changing protein consumption are used and these mechanisms can be utilized in practice.


Louise Randers, John Thøgersen, and Alice Grønhøj (2020) ,"Managing Multiple Identities: a Case of Meat Consumption", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1184-1184.


Louise Randers, Department of Management, Aarhus University
John Thøgersen, Aarhus University
Alice Grønhøj, Aarhus University, Denmark


NA - Advances in Consumer Research Volume 48 | 2020

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