No consumer is an Island : the case of sustainable palm oil consumption

Marketing & new consumption

publication date 05/12/2016

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Market-wide factors influencing sustainability choices by consumers

With a zoom on palm oil consumption - a serious sustainability issue - Simona d’Antone and Rob Spencer, researchers at KEDGE highlight the multiple market forces at play of a material and immaterial nature influencing the consumer’s buying process. The consumer does not decide alone. The final « decision » is in fact the result of the influence of multiple « signals » both direct and material in nature – such as in-store advertising – and indirect and immaterial , such as debates and communication with focus on the dangers provoked by deforestation resulting from palm oil production.