Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 499127
Title Consuming apart, together : The role of multiple identities in sustainable behaviour
Author(s) Bartels, Jos; Reinders, M.J.
Source International Journal of Consumer Studies 40 (2016)4. - ISSN 1470-6423 - p. 444 - 452.
DOI https://doi.org/10.1111/ijcs.12269
Department(s) LEI Consumer and Chain
Publication type Refereed Article in a scientific journal
Publication year 2016
Keyword(s) Consumer behaviour - Cross-national survey - Environmental sustainability - Longitudinal - Social identity
Abstract

Although consumers' awareness of the environmental and ethical consequences of their behaviour has grown, research on the role of multiple consumer identities in sustainability behaviours is scarce. The aim of the current study was to explain sustainable behaviour from a social identity perspective. We conducted a longitudinal cross-national within-subjects design consumer study in six countries (T1, N=3083; T2, N=1440). The results indicate that environmental sustainability can comprise several distinct yet overlapping sustainable behaviours. Multiple social identities seem to play different roles in these different behaviours. Therefore, efforts to enhance different sustainability behaviours are challenging yet promising. Once consumers incorporate a sustainable behaviour, it becomes part of their own identity and could lead to spill over effects on other closely related sustainable behaviours.

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