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Identity for (sustainable) sale - the influence of self-congruency on sustainable consumption

Alferink, Tetske (2012) Identity for (sustainable) sale - the influence of self-congruency on sustainable consumption.

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Abstract:Current consumption behavior is damaging the environment. To minimize the damage in the future, it is important that research is done on individual actions, lifestyle and behaviors related to sustainable consumption (Mont & Plepys, 2008). Present studies focused on the effect of buying a product with a product personality and brand personality that fits the self-image of consumers on the sustainable use of products. The studies also examine whether this effect occurs because products with an appropriate personality are easier to process, or because the consumers feel more involved with these products since they reflect their self-image. The first experiment explores the role of the human personality in assigning a certain personality to a specific product. That’s because the personality of a consumer might influence the observed personality of a product. The experiment also examines whether adding a brand to the product increases the fit of the product with a certain human personality. The second experiment explores why people are more likely to use a product longer when it fits their personality. A possible reason for this could be because they feel more attached towards these products and they experience more self-reference, or because products with an compatible personality are easier to process. Aside from that, the second experiment also examines if adding a brand to the product increases the effect of the fit with the human personality on the sustainable consumption. The results of the first study show that extrovert participants see a greater difference between the product and brand personality and the degree of extroversion of a black and a multi-colored shirt, than introvert participants see. They also experience a more positive attitude towards the brand Porsche. It appears that the multi-colored shirts have a more extrovert brand and product personality than black shirts have. The results of study 2 show that a fit between the personality of a product or brand and the human personality of the consumer leads to more self-reference, more attachment, a better processing fluency, more liking, more credibility, a better product attitude, a better purchase intention and a more sustainable consumption. Implications of the findings are provided in the discussion of this report, which also contains suggestions for future research.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/62143
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