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New research paper in Marketing Review St. Gallen

PhD students publish their study on sustainable consumption and advertising

In this research paper, the authors from the Chair of Digital Marketing at WHU - Otto Beisheim School of Management address the life satisfaction and the concreteness of sustainable product attributes in advertising. 

To promote the sustainability of their products, marketers are rethinking their advertising. This study investigates the role of consumer life satisfaction and concrete messages in advertising. It shows that dissatisfied individuals attach higher importance to sustainable product attributes when they are presented in concrete terms, thus providing insights into the psychology of sustainable consumption.

Martin, Béatrice / Reh, Christina (2023): “Drivers of Sustainable Consumption”, Marketing Review St. Gallen, 2023(6), 60-69.

The full article can be found here.

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