Many well known brands use ethical and environmental narratives effectively to differentiate themselves from similar products; however, narratives conflicting with existing cultural values are unlikely to influence consumers. Using insights from cultural branding, this paper will challenge the view that to promote sustainable goods requires changing consumer’s values.
|Title of host publication||Advances in Consumer Research|
|Editors||Kristin Diehl, Carolyn Yoon|
|Place of Publication||Duluth, MN|
|Number of pages||4|
|Publication status||Published - 2015|