Year: 2017
Type: dissertation
Abstract: In today’s society, the concern for the environment is increasing and consumption is one of the biggest\ndistresses. At the same time there is a possibility to catch consumers in life changing events, where\nthere exist a chance of changing consuming habits and behaviour, which may include more sustainable\nchoices. Hence, the aim of this paper is to increase the understanding of how the negotiations in\neveryday life regarding sustainable consumption are affected by the priorities of having children. The\nfindings denote that individuals tend to think more about the environment when becoming a parent.\nThis study investigates the life-changing event of parenthood and sustainable consumption behaviour.\nIt contributes with insights how companies and organisations can reach customers in moments in life\nand make them consume more sustainable.
Author: Nadja Almgren
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2737769150