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



Share Proceeding

Featured papers

See More

Featured

C4. The role of attachment to a human brand in improving eating habits

Amélie Guèvremont, École des Sciences de la Gestion, UQAM

Read More

Featured

The Influence of Goal Specificity on Planning Effectiveness: A Meta-Analysis

Ekaterina Napolova, University of Technology Sydney
Francois Carrillat, University of Technology Sydney
Leona Tam, University of Technology Sydney

Read More

Featured

Divorcing the Market

Deniz Atik, University of Texas Rio Grande Valley, USA
A. Fuat Fırat, University of Texas Rio Grande Valley, USA
Ebru Uzunoğlu, Izmir University of Economics

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.