How to Encourage Sustainable Consumption? a Construal Level Approach to “Concretize” Sustainability With Circularity

Drawing on construal level theory, this research shows that framing sustainability as circularity (i.e. circular economy) reduces the abstractness of sustainability, which in turn, prompts consumers to behave more sustainably. Four studies document the effects of circular framing on sustainable behavior, including the moderating role of consumers’ chronic construal level.


Jolie Gutentag and Cristel Russell (2021) ,"How to Encourage Sustainable Consumption? a Construal Level Approach to “Concretize” Sustainability With Circularity", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 520-521.


Jolie Gutentag, Pepperdine Graziadio Business School
Cristel Russell, Pepperdine University


NA - Advances in Consumer Research Volume 49 | 2021

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