This month, the Consumer Research & Insights Learning Circle reviewed a study from researchers at the University of Göttingen in Germany, “Emotional priming for sustainable consumption? The effects of social media content on the valuation of chocolate” as published in Q Open journal.
The group discussed the role of using emotional triggers to drive sustainable behavior change, as well as the difficulties associated with using information on climate change or other harsh realities to present the problem. The conversation also covered managing for psychological reactance and the differences in consumer responses to sustainability messaging for hedonic versus utilitarian products.