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EMAC 2024 Annual


ENCOURAGING CONSUMER WELL-BEING AND EQUALITY IN MARKETING
(A2024-119612)

Published: May 28, 2024

AUTHORS

Klara Greinwald, University of Passau; Alisa Keller, University of Passau; Eileen Dauti, University of Passau; Stefan Hoffmann, Kiel University; Nicky Coucke, Ghent University; Anna Török, Corvinus University of Budapest

ABSTRACT

According to the United Nations’ Sustainable Development Goals, good health and well-being, as well as gender equality must be ensured for all humans (United Nations, 2023). Various factors, such as major crisis and their influence on consumption (Gössling et al., 2020), consumers’ lack of knowledge on healthy, sustainable food consumption (LeBlanc & LeBlanc, 2022), gender disparities (Global Gender Gap Report, 2023), and stigmatizing health conditions (Sandikci & Ger, 2010), threaten these goals. Marketing scholars are responsible to generate societal impact beyond theoretical contributions and deal with topics enhancing societal well-being (Shultz et al., 2022). In this special session, we aim to discuss avenues on how to encourage well-being related to health and gender equality across different important topics. Insights from four presentations of researchers from different European countries will inform our target audience, reaching from academia to marketing, health, and public policy practice, on ways to increase overall societal well-being. In the first presentation Consumer Resilience and Well-Being in Times of Crisis, Hoffmann, Balderjahn, and Reimers examine drivers of consumer responses and well-being related to consumption restrictions during crises. This research shows, that different consumer lifestyles foster resilience to such consumption restrictions. Thus, the authors identify implications for suppliers, retailers, government agencies, and policy makers to improve consumer well-being during crises. In the second presentation Increasing Purchase Intention & Behavior towards Natural Plant-based Foods by Adding a Preparation Suggestion Description, Coucke, Slabbinck, and Vermeir examine how to increase consumers’ purchases of plant-based products. This research shows, that preparation suggestion descriptions can increase purchases. Thus, the authors provide marketing practice and public policy with actionable measures to increase plant-based food consumption. In the third presentation Exploring Gender Equality and Female Empowerment Through Femvertising: A Comparative Analysis in Iceland and Hungary, Török and Malota investigate femvertising i.e., advertising that empowers women, in Iceland and Hungary. Results indicate differences in the stance towards traditional gender roles as well as diversity and equality. Thereby, the authors inform academics and policy makers on how to globally foster gender equality and female empowerment. In the fourth presentation The Stigmatization of Menstruation in Marketing Has to Stop! Period., Greinwald, Keller, Dauti, and Totzek identify how marketing contributes to period-related stigmatization and shame. This research identifies drivers of (de-) stigmatization related to period product marketing. Thereby, the authors inform marketing, health, and public policy practice, on how to contribute to the de-stigmatization of periods, thereby fostering menstrual inclusion, health and well-being.