Tell me your story and I will tell you who you are : persona perspective in sustainable consumption

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

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
Title:	Tell me your story and I will tell you who you are : persona perspective in sustainable consumption
Authors:	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
Published in:	Psychology & Marketing
Volume(Issue):	35
Issue:	10
Page(s):	752
Pages to:	765
Issue Date:	2018
Publisher / Ed. Institution:	Wiley
ISSN:	0742-6046
Language:	English
Subjects:	Acquisition; Consumer behavior; Personas
Subject (DDC):	658.8: Marketing management
Abstract:	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
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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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.