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  4. Publikationen School of Management and Law
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dc.contributor.authorOnel, Naz-
dc.contributor.authorMukherjee, Avinandan-
dc.contributor.authorKreidler, Nicole Bieak-
dc.contributor.authorDíaz, Estela M.-
dc.contributor.authorFurchheim, Pia-
dc.contributor.authorGupta, Shipra-
dc.contributor.authorKeech, Jessica-
dc.contributor.authorMurdock, Mitchel R.-
dc.contributor.authorWang, Qin-
dc.date.accessioned2019-04-05T14:28:56Z-
dc.date.available2019-04-05T14:28:56Z-
dc.date.issued2018-
dc.identifier.issn0742-6046de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/16542-
dc.description.abstractAlthough 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.de_CH
dc.language.isoende_CH
dc.publisherWileyde_CH
dc.relation.ispartofPsychology & Marketingde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectAcquisitionde_CH
dc.subjectConsumer behaviorde_CH
dc.subjectPersonasde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleTell me your story and I will tell you who you are : persona perspective in sustainable consumptionde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
dc.identifier.doi10.1002/mar.21132de_CH
zhaw.funding.euNode_CH
zhaw.issue10de_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end765de_CH
zhaw.pages.start752de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume35de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
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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.


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