Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2020 Annual Conference


The role of multiple self-identities in behaviours across the consumption cycle in food and apparel
(A2020-64394)

Published: May 27, 2020

AUTHORS

Catalin Stancu, Aarhus University, Aarhus BSS, Department of Management, MAPP Research Center; Alice Grønhøj, Aarhus University; Liisa Lähteenmäki, Aarhus University, Denmark

KEYWORDS

sustainability; self-identity; self-determined motivation

ABSTRACT

The negative consequences of consumerism receive increasing attention. Consumer behaviours in food and apparel are frequent, and have the potential to decrease the pressure put on the planet. Thus, a switch towards sustainable behaviours is mandatory. As consumers can have several self-identities and motivations, it is important to study their effect on sustainable behaviours. An online survey among respondents in Denmark was used to measure consumers’ identities (sustainable, trend follower, shopper, thrifty), self-determined motivation and sustainable behaviours across the consumption cycle in food and apparel. Sustainable self-identity had the strongest positive association with sustainable food and apparel behaviours. On the other hand, the trend follower identity was linked negatively with sustainable behaviours in apparel, whereas shopper identity had both positive and negative relations to behaviours in food and apparel. This outlines potential clashes of self-identities.