Consuming Sustainability Narratives. / Haynes, Paul.

Advances in Consumer Research. ed. / Kristin Diehl; Carolyn Yoon. Vol. 43 NA-43. ed. Duluth, MN, 2015. p. 364-367.

Research output: Chapter in Book/Report/Conference proceedingConference contribution



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.
Original languageEnglish
Title of host publicationAdvances in Consumer Research
EditorsKristin Diehl, Carolyn Yoon
Place of PublicationDuluth, MN
Number of pages4
ISBN (Electronic)00989258
Publication statusPublished - 2015
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

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