The Role of Multiple Self-Identities in Behaviours Across the Consumption-Cycle in Food and Apparel

Consumers have several self-identities, which impact sustainable behaviours. Frugal self-identity was found to have stronger associations with specific categories of behaviours in the consumption-cycle. While sustainable self-identity positively predicted behaviours across the consumption-cycle, frugal, thrifty or trendy self-identities had both positive and negative relations to behaviours, outlining potential clashes.



Citation:

Catalin Mihai Stancu, Alice Grønhøj, and Liisa Lähteenmäki (2020) ,"The Role of Multiple Self-Identities in Behaviours Across the Consumption-Cycle in Food and Apparel", 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: 1226-1226.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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