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EMAC 2020 Annual Conference

Personalities for sustainable brands: Derivations from personality traits of sustainable consumers

Published: May 27, 2020


Friederike Paetz, Clausthal University of Technology


brand personality; discrete choice experiment; consumer personality


Sustainable consumption constitutes a red-hot research field. An enormous amount of studies has examined sustainable consumer characteristics or preferences for sustainable product attributes. However, no study has focused on recommended personalities for sustainable brands. Brand personality verifiably impacts consumer (purchase) behavior, because consumers choose brands that coincide with their own personality. We conduct an empirical study which contains a discrete choice experiment for jeans and a personality test. By using a two-step segmentation approach, we extract sustainable and less-sustainable consumers and explore their personality differences. Using well-known relationships between consumer and brand personalities, we subsequently derive suggestions for harmonic personalities for sustainable brands.