Ingrid Huang
Pronouns: she/her
Research Mentor(s): Jin Sung
Research Mentor School/College/Department: Marketing / Business
Program:
Authors:
Session: Session 2: 10:00 am – 10:50 am
Poster: 96
Abstract
Understanding consumer behavior is a key aspect in marketing. By analyzing the way consumers think and act, we can tailor marketing materials to target specific audiences. Specifically, we focused on sustainability marketing and its implications on different types of consumers. In this study, we conducted literature reviews of papers published in premier, peer-reviewed marketing journals, focusing on topics such as branding and sustainability. We also collected real-world examples of marketing strategies to bridge theories in psychology and marketing literature with industry applications. We assisted in creating experimental stimuli and conducted pilot tests to ensure robust experiment design. We found that for example, older adults exhibited a reduced tendency to engage in sustainable consumption compared to younger adults. While generational effects may play a role in this age-related difference, we also found that older adults’ limited future time perspective contributes to this reduced inclination to engage in sustainable consumption. Our studies also revealed that situational cues that can lengthen older consumers’ future time perspective or induce a younger subjective age can increase older consumers’ engagement in sustainable consumption. The larger implications of this research include the impact of sustainability marketing. By designing better techniques for marketing sustainable products and services, we are encouraging consumers to help the environment and feel good about it. By understanding consumer behavior, we can create more targeted marketing techniques to cater to consumers and with sustainability marketing, we can make the world a better place.
