Sustainable Consumer Choices
17.09.2019 09:00:00 17.09.2019 09:30:00
There is a huge gap between consumers’ expressed concern about sustainability, and their actual buying of more sustainable products and services. Classic solutions refer to teach consumers how sustainable choices are a means to the valued ‘end’ of a better world. It does not work well! Because reasoning-based persuasion requires more mental capacity than people want to engage in, and it assumes an inherent motivation for the good of the world that does not exist. People want things for themselves, they want them now, they want to show off, they want to do what others do, and they want to avoid contaminations. All these basic drives are biologically driven and fairly automatic in our behavioral repertoire. These drivers typically promote non-sustainable behavior. But, we can make them work for us as well, and use them to guide behavior. Warlop will tell you how nudging, costly signaling (status), herding behavior (imitation), the power of mere brand name familiarity, and sharing economy can help the problem.
Luk Warlop is a professor at BI Norwegian Business School. He obtained a master degree in (organizational) psychology (1986) and an MBA (1988) at the KU Leuven, and a PhD in marketing (1995) at the University of Florida. He studies individual consumer decision making and the social psychology of consumer behavior. His research has been published in J. Consumer Research, J. Marketing Research, J. Consumer Psychology, Int. J. Research in Marketing, J. Accounting Research, Management Science, J. Service Research, J. Personality and Social Psychology, Psychological Science, and several others. His work has been recognized with a best paper award and an long term impact award at the International Journal of Research in Marketing (IJRM), and with an IgNobel Prize. He is currently Senior Editor at IJRM and the president of the European Marketing Academy (2018-2020).
Luk Warlop
Professor
Handelshøyskolen BI
Luk Warlop is a professor at BI Norwegian Business School. He obtained a master degree in (organizational) psychology (1986) and an MBA (1988) at the KU Leuven, and a PhD in marketing (1995) at the University of Florida. He studies individual consumer decision making and the social psychology of consumer behavior. His research has been published in J. Consumer Research, J. Marketing Research, J. Consumer Psychology, Int. J. Research in Marketing, J. Accounting Research, Management Science, J. Service Research, J. Personality and Social Psychology, Psychological Science, and several others. His work has been recognized with a best paper award and an long term impact award at the International Journal of Research in Marketing (IJRM), and with an IgNobel Prize. He is currently Senior Editor at IJRM and the president of the European Marketing Academy (2018-2020).