| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Tell me your story and I will tell you who you are : persona perspective in sustainable consumption |
| Autor/-in: | Onel, Naz Mukherjee, Avinandan Kreidler, Nicole Bieak Díaz, Estela M. Furchheim, Pia Gupta, Shipra Keech, Jessica Murdock, Mitchel R. Wang, Qin |
| DOI: | 10.1002/mar.21132 |
| Erschienen in: | Psychology & Marketing |
| Band(Heft): | 35 |
| Heft: | 10 |
| Seite(n): | 752 |
| Seiten bis: | 765 |
| Erscheinungsdatum: | 2018 |
| Verlag / Hrsg. Institution: | Wiley |
| ISSN: | 0742-6046 |
| Sprache: | Englisch |
| Schlagwörter: | Acquisition; Consumer behavior; Personas |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Although research in marketing and consumer behavior has tried to portray sustainable consumers in many different ways, a clear, consistent, and granular identification of these consumers is still not available due to the complexity of sustainable consumption. This study adopts personas as a way to better explain and understand the holistic nature and complexity of sustainable consumer behavior in terms of its various stages (i.e. acquisition, usage, and postuse) within four key behavioral functions of mobility, housing, clothing, and food. Different sustainability related functions of personas are seen to be fundamental lifestyle components and could be fulfilled by a variety of sustainable actions. This exploratory study uses a qualitative methodology, involving data collection through multiple in-depth interviews across several countries. The results reveal three different consumer archetypes with distinct sustainable consumption strategies: holistic sustainable consumers, transitional sustainable consumers, and restricted sustainable consumers. Managerial and theoretical implications provide practical recommendations for marketing managers and public policy planners, as well as directions for continued research in this area. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/16542 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
Dateien zu dieser Ressource:
Es gibt keine Dateien zu dieser Ressource.
Zur Langanzeige
Onel, N., Mukherjee, A., Kreidler, N. B., Díaz, E. M., Furchheim, P., Gupta, S., Keech, J., Murdock, M. R., & Wang, Q. (2018). Tell me your story and I will tell you who you are : persona perspective in sustainable consumption. Psychology & Marketing, 35(10), 752–765. https://doi.org/10.1002/mar.21132
Onel, N. et al. (2018) ‘Tell me your story and I will tell you who you are : persona perspective in sustainable consumption’, Psychology & Marketing, 35(10), pp. 752–765. Available at: https://doi.org/10.1002/mar.21132.
N. Onel et al., “Tell me your story and I will tell you who you are : persona perspective in sustainable consumption,” Psychology & Marketing, vol. 35, no. 10, pp. 752–765, 2018, doi: 10.1002/mar.21132.
ONEL, Naz, Avinandan MUKHERJEE, Nicole Bieak KREIDLER, Estela M. DÍAZ, Pia FURCHHEIM, Shipra GUPTA, Jessica KEECH, Mitchel R. MURDOCK und Qin WANG, 2018. Tell me your story and I will tell you who you are : persona perspective in sustainable consumption. Psychology & Marketing. 2018. Bd. 35, Nr. 10, S. 752–765. DOI 10.1002/mar.21132
Onel, Naz, Avinandan Mukherjee, Nicole Bieak Kreidler, Estela M. Díaz, Pia Furchheim, Shipra Gupta, Jessica Keech, Mitchel R. Murdock, and Qin Wang. 2018. “Tell Me Your Story and I Will Tell You Who You Are : Persona Perspective in Sustainable Consumption.” Psychology & Marketing 35 (10): 752–65. https://doi.org/10.1002/mar.21132.
Onel, Naz, et al. “Tell Me Your Story and I Will Tell You Who You Are : Persona Perspective in Sustainable Consumption.” Psychology & Marketing, vol. 35, no. 10, 2018, pp. 752–65, https://doi.org/10.1002/mar.21132.
Alle Ressourcen in diesem Repository sind urheberrechtlich geschützt, soweit nicht anderweitig angezeigt.