THREE ESSAYS ON CONSUMER VALUES AND IDENTITIES

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Serval ID
serval:BIB_CE0FEA221B12
Type
PhD thesis: a PhD thesis.
Collection
Publications
Institution
Title
THREE ESSAYS ON CONSUMER VALUES AND IDENTITIES
Author(s)
Martin C.
Director(s)
Czellar S.
Institution details
Université de Lausanne, Faculté des hautes études commerciales
Address
Faculté des hautes études commerciales (HEC)Université de LausanneCH-1015 LausanneSUISSE
Publication state
Accepted
Issued date
2016
Language
english
Abstract
The thesis "Three Essays on Consumer Values and Identities" explores différent questions around the constructs of materialism (Essay 1), green values (Essay 2), and connectedness to nature (Essay 2 and 3).
Materialism (i.e., the belief that material possessions are important in life) seems to emerge out of consumer insecurities, such as concerns regarding one's mortality. However, little is known about whether materialistic consumption can reduce différent types of insecurities. Essay 1 contributes to this literature by showing that high-materialism consumers can use luxury consumption to cope with their mortality concerns. The findings furthermore suggest that luxury marketers might want to be careful about using imaginary appeals as these appeals might satiate an important motive for luxury consumption (i.e., mortality concerns).
Extant research confirms a link between green values (i.e., the belief that protecting the environment is important) and différent environmentally friendly behaviors. Despite these desirable outcomes of a strong green value orientation, little is known about how green value orientations are formed and how they can be strengthened in consumers. Essay 2 shows that a feeling of connectedness to nature can foster the development of green value orientations in consumers and ultimately lead to more sustainable behavior. The results suggest that (re)connecting consumers to nature can be a powerful strategy for public policy makers and social marketers who wish to encourage consumers to behave in environmentally friendly ways.
Despite the importance of a feeling of connectedness to nature for the sustainable development of our planet (see above) there has been conceptual fuzziness around this construct and its measurement. In Essay 3, we show that différent spatial metaphors can be used to gain a more comprehensive understanding of the connectedness to nature construct. In addition, the identified metaphors can be used to measure the construct.
Create date
02/09/2016 10:23
Last modification date
20/08/2019 15:48
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