Tell me your story and I will tell you who you are: Persona perspective in sustainable consumption

Onel, Naz; Mukherjee, Avinandan; Kreidler, Nicole Bieak; Carmona, Estela; Furchheim, Pia; Gupta, Shipra; Keech, Jessica; Murdock, Mitchel R.; Wang, Qin

doi:10.1002/mar.21132

Cited by 27 publications

(31 citation statements)

References 69 publications

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“…The preponderance of intra‐domain (positive) behavioral effects or spillovers (e.g., within the transport and home energy domains) may be indicative of different groups of individuals with varying levels of environmental engagement. There is evidence that, for some people, environmental friendliness stretches across all (or most) facets of behavior, whereas other people restrict their environmental efforts to specific (easier or especially relevant) action domains (Iyer & Muncy, ; Onel et al, ). In line with self‐perception theory, inter‐domain spillovers among EOA actions are likely to depend on personal characteristics (e.g., an environmental self‐identity) that transcend specific behavioral domains (Lauren et al, )—and that fall beyond the scope of this study.…”

Section: Discussionmentioning

confidence: 99%

“…Third, the extant literature on anticonsumption lifestyles shows that some people consistently engage in EOA behaviors (Iyer & Muncy, ). For such individuals, EOA becomes a key component of their personal identities and roles (Black & Cherrier, ), and lead to greater engagement levels in EOA actions across settings or domains (Onel et al, ).…”

Section: Introductionmentioning

confidence: 99%

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Behavioral prediction of environmentally oriented anticonsumption and consumption: A multilevel study of five Eurobarometer surveys

Egea

Frutos

2019

Psychology and Marketing

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To tackle climate change, greater public engagement is called for in actions that fall under the umbrella of environmentally oriented anticonsumption (EOA), in addition to environmentally oriented consumption (EOC) ones. This study examines potential behavioral effects on EOA and EOC actions in response to climate change, by placing attention on the EOA versus EOC distinction, as well as the behavioral domain and frequency of the selected behavioral outcomes and predictors. Multilevel analysis is conducted on a large-scale, European pooled dataset (N = 137,097 respondents) combined with secondary country data at the societal level (N = 30 countries). The findings provide overall evidence for positive behavioral effects or spillovers on EOA and EOC behaviors in response to climate change, while emphasizing also the need to account for the specificity of different proenvironmental actions. Also, the findings show that positive spillovers are more likely among actions within the same EOA/EOC path of action, pertaining to the same behavioral category (i.e., intra-domain, rather than inter-domain spillovers), and having similar behavioral frequency characteristics (e.g., among non-daily actions). The findings reported here improve understanding of the behavioral mechanisms behind environmental spillovers, for less-researched EOA (and EOC) outcomes, in response to climate change, and cross-nationally.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Behavioral prediction of environmentally oriented anticonsumption and consumption: A multilevel study of five Eurobarometer surveys

Egea

Frutos

2019

Psychology and Marketing

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“…However, their research, focused on software development, provides no empirical results. Onel et al (2018) used personas to understand consumer behavior regarding sustainable consumption, finding three different consumer archetypes with distinct sustainable consumption strategies. Al-Qirim (2006) used personas to investigate e-commerce adoption in small businesses in New Zealand.…”

Section: Related Literaturementioning

confidence: 99%

How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising

Salminen

Kaate

Kamel

et al. 2020

International Journal of Human–Computer Interaction

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This research explores the value of personas for supporting professional advertisers to design adverts for social media. We test if a personified user group (PUG), when provided to online ad designers, results in better ad performance than when using a non-personified user group (NUG) that had no face picture or name. Our experiment has 30 participants that created Facebook ads using both PUG and NUG. We found that using PUG did increase advertising click performance of ads created by people who are more experienced with ads and personas. Moreover, an analysis of the ad texts showed that the use of PUG increased the empathy of the created ads, supporting the foundational empathy benefit cited in HCI literature. However, the use of PUG did not significantly increase purchase intent. The results imply that using PUG for online ad design evokes more empathy and improves click-through performance. More empathetic ads can have a positive impact on social media users, given that they appear to increase relevance.

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“…Drawing on signaling theory, Brach, Walsh, and Shaw [8] showed that third-party certification labels on sustainable products provide brand-like information cues that reduce the perceived risk of sustainable products, but consumers must perceive them as credible to have their risk perceptions reduced. Onel et al [9] adopted personas as a way to better explain and understand the holistic nature and complexity of sustainable consumer behavior in terms of its various stages (i.e., acquisition, usage, and post-use) within key behavioral functions of mobility, housing, clothing, and food. Sustainable consumption is associated with the reduction of food waste [10] and eating organic food [11][12][13] and local food [14], among other activities.…”

Section: Introductionmentioning

confidence: 99%

Regional Ethnocentrism on the Food Market as a Pattern of Sustainable Consumption

Bryła

2019

Sustainability

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The paper aims to assess the level and predictors of regional ethnocentrism on the market of regional food products in the context of sustainable consumption. The study contributes to the theory of consumer ethnocentrism by extending our knowledge about its regional dimension. Regional ethnocentrism is the preference for products originating from the consumer’s region. I conducted a survey in a representative sample of 1000 inhabitants of Poland with the use of the CAWI (Computer-Assisted Web Interview) methodology. Regional ethnocentric consumers were characterized by a significantly more favorable attitude to regional food products compared to the rest of the sample. In a multiple regression model, the following eight statistically significant predictors of the regional ethnocentrism were identified: the importance of brand and retailer trust on the food market; the importance of quality signs in regional food purchases; opinion that insufficient marketing constitutes an important barrier to the development of the regional food market; buying regional products in shops owned by producers, rather than large distribution networks; frequency of purchasing regional products as a tourist; and national ethnocentrism on the regional food market. These predictors are strongly related to the three major pillars of sustainable development—economic, social, and ecological.

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Tell me your story and I will tell you who you are: Persona perspective in sustainable consumption

Cited by 27 publications

References 69 publications

Behavioral prediction of environmentally oriented anticonsumption and consumption: A multilevel study of five Eurobarometer surveys

Behavioral prediction of environmentally oriented anticonsumption and consumption: A multilevel study of five Eurobarometer surveys

How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising

Regional Ethnocentrism on the Food Market as a Pattern of Sustainable Consumption

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