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Presentation When your online shop says #lessismore. Experiments on the effectiveness of sufficiency-promoting communication

Conference: SCORAI International Conference 2020
Event by: Northeastern University
10.06.20 - 10.06.20, Boston/Berlin

Sustainability goals require changes in consumption levels as envisaged in the concept of sufficiency. This presentation is based on the assumption that marketing can influence behaviour both towards consumption increase as well as towards sufficiency-orientated consumption. Our research is guided by the following research question: Can sufficiency-promoting communication on social media increase sufficiency-orientated consumption? We present the results of a field experiment and an additional online experiment.

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