KOREASCHOLAR

TRAPPED IN A DILEMMA – THE INFLUENCE OF COMPETING IDENTITIES ON SUSTAINABLE CONSUMER BEHAVIOR IN THE CONTEXT OF AIR TRAVELING

Tamara Lorz
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/403094
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1544-1550
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examines the influence of self-identity on sustainable consumer behavior in the context of air traveling and the moderating effect of advertisement addressing these identities. Drawing on the flyers’ dilemma, the identity-based motivation theory and cognitive dissonance theory hypotheses are tested by the means of a scenario-based online experiment.

Keyword
Table Content
ABSTRACT
INTRODUCTION
THEORY AND HYPOTHESIS
METHOD
FIRST RESULTS AND OUTLOOK
REFERENCES
Author
  • Tamara Lorz(Ludwig-Maximilians-Universität München, Germany)