Department of Marketing

Sustainable Consumption

Highlighting the important role of marketing in encouraging sustainable consumption, the current research in this area deals with marketing and behavioral science that examines the most effective ways to shift consumer behaviors to be more sustainable. Consumers are more inclined to engage in pro-environmental behaviors when the message or context leverages the following psychological factors: Social influence, Habit formation, Individual self, Feelings and cognition, and Tangibility. This research area also includes challenges to encouraging sustainable behaviors.