Week 1- Introduction to the course Asynchronous or synchronous lesson The concept of sustainability The different dimensions of sustainability The environmental impact of production and consumption activities The relevance of environmental issues across industries The environmental impact of companies Green marketing strategies E-tivities Essay about what sustainability is for you [Non-graded individual exercise] Personal introspection test [Non-graded individual exercise] Quiz on the weekly readings [Graded individual assignment] Related Material Readings [Mandatory] Addams W.M. (2006). The Future of Sustainability: Re-thinking Environment and Development in the Twenty-first Century. IUCN The World Conservation Unit Elkington J. (2018). 25 years ago I coined the phrase “Triple Bottom Line.” Here’s why it’s time to rethink it. Harvard business review, 25, 2-5 Salas-Zapata et al. (2019). Analysis of meanings of the concept of sustainability. Sustainable Development, 27, 153-161 Original Video-Content [Mandatory] Professor’s video introducing the mini case study Mini problem-based case study with an interview to a guest speaker on a company in search of a sustainable way to success Professor’s video concluding the mini case study Curated Materials [Mandatory] You Tube video on the concept of sustainability (3 mins) https://www.youtube.com/watch?v=zx04Kl8y4dE You Tube video on defining sustainability: Absolutely (11 mins, 30 secs) https://www.youtube.com/watch?v=B-dCmbViDEQ

Week 2- Sustainability and sustainable consumption Asynchronous or synchronous lesson The marketing relevance of environmental sustainability The positive consequences of a sustainable marketing strategy The perils of a green marketing communication strategy Marketing strategies Social marketing approaches to encouraging sustainable consumption The (psychological) drivers of sustainable consumption E-tivities Search for news articles about: i) a company that adopted a successful sustainable marketing/green communication strategy, and ii) a company in the same industry that adopted an unsuccessful sustainable. Thus, try to explain why some of them succeeded in their strategy and others did not [Non-graded group exercise] This week involves a case study (see the Original-Video content section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slide #1) Information about the group; Slide #2) Summary of the marketing strategy of the company involved in the case study; Slide #3) Analysis of its strengths and weaknesses (if any); and Slide #4) Suggestions on how to improve the company’s strategy [Graded group assignment] Related Material Readings [Mandatory] Martin et al. (2014). Sustainable Marketing. Pearson: New York (pp. 214-218) Szabo et al. (2021). Perceived greenwashing: The effects of green marketing on environmental and product perceptions. Journal of Business Ethics, 171, 719-739 White et al. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49 [Section “Marketing and sustainable behavior”] Original Video-Content [Mandatory] Professor’s video introducing the mini case study Mini retrospective on the solution case study with an interview to a guest speaker on a company that has successfully developed and adopted a sustainable marketing strategy Professor’s video concluding the mini case study (3 mins) Curated Materials [Mandatory] Spotify Podcast by Sankar Sen (listen to it from 19’ to 30’ [11 mins]) https://open.spotify.com/episode/5aVV9rcuWLH8b7cJudq3qa?si=2tsPVCNRSya5v6up184ndQ&nd=1

Week 3- Challenges to encouraging sustainable consumption: The self-other trade-off Asynchronous or synchronous lesson The attitude-behavior gap in sustainable consumption Green attitudes, intentions, and behaviors Potential barriers to sustainable consumption The self-other trade-off in sustainable consumption The issue of long-time horizon in sustainable consumption Synergetic effects of the self-other trade-off and long-time horizon on sustainable practices Potential situational moderators of such effects Potential individual moderators of such effects E-tivities Quiz on the topics covered in the video and EU Policy podcast (see Curated Materials section) [Non-graded individual exercise] Personal introspection test [Non-graded individual exercise] This week involves an original sitcom episode about sustainability (see the Original-Video content section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slide #1) Information about the group; Slide #2) Description of concepts/tensions about sustainable behaviors involved in the sitcom episode; Slide #3) Identification of realistic situations in which such tensions are more likely to occur; and Slide #4) Identification of potential moderators (circumstances and/or individual characteristics that may either attenuate or amplify such tensions) [Graded group assignment] Related Material Readings [Mandatory] Lusch et al. (2017). “Yes, but this other one looks better/works better”: How do consumers respond to trade-offs between sustainability and other valued attributes? Journal of Business Ethics, 140, 567-584 Park et al. (2020). Exploring the attitude-behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products. Journal of Business Research, 117, 623-628 Van Lange et al. (2008). How we can promote behavior that serves all of us in the future. Social Issues and Policy Review, 2(1), 127-157 Original Video-Content [Mandatory] Professor’s video introducing the original sitcom episode Original sitcom episode Professor’s video concluding the sitcom episode Curated Materials [Mandatory] TED video on How "dilemma thinking" transforms argument into action (3 mins, 44 secs) https://www.ted.com/talks/countdown_how_dilemma_thinking_transforms_argument_into_action EU Policy podcast on how to help consumers make eco-friendly choices (4 mins, 23 secs) https://www.youtube.com/watch?v=xOT6q4vk3FE&list=PLAJaKWxGX1XXKVfq594rpZBiE5Lt24j_D&index=4

Week 4- Challenges to encouraging sustainable consumption: The challenge of collective action Asynchronous or synchronous lesson The challenge of collective action in sustainable consumption The psychological mechanism underlying this challenge (self vs. collective efficacy) Consumer dispositions related to collective efficacy The relevance of the collective action challenge across different contexts and types of pro-environmental practices Situational moderators for the effect of collective efficacy Individual moderators for the effect of collective efficacy E-tivities Quiz on the topics covered in curated materials [Non-graded individual exercise] This week involves an original sitcom episode about sustainability (see the Original-Video content section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slide #1) Information about the group; Slide #2) Description of the concepts/tensions involved in the sitcom episode; Slide #3) Identification of realistic situations in which such tensions are more likely to occur; and Slide #4) Identifications of potential moderators (circumstances and/or individual characteristics that may either attenuate or amplify such tensions) [Graded group assignment] Related Material Readings [Mandatory] Bamberg et al. (2015). Collective climate action: Determinants of participation intention in community-based pro-environmental initiatives. Journal of Environmental Psychology, 43, 155-165 Gonzalez-Arcos et al. (2021). “How do I carry all this now?” Understanding consumer resistance to sustainability interventions. Journal of Marketing, 85(3), 44-61 Original Video-Content [Mandatory] Professor’s video introducing the original sitcom episode (2 mins) Original sitcom episode (10 mins) Professor’s video concluding the sitcom episode (3 mins) Curated Materials [Mandatory] Spotify Podcast on “The race to a zero emissions world starts now” by Antonio Guterres (6 mins) https://open.spotify.com/episode/0jXtanVbaa64lOpgrkD7Lp?si=BpQC6bn-QG2G6mKdxaK8hQ TEDx Talk on “What one person can do about climate change” by Ella Lagé (16 mins) https://www.youtube.com /watch?v=LRQWXFCaOGs

Week 5- Challenges to encouraging sustainable consumption: The need to replace automatic with controlled processes Asynchronous or synchronous lesson The role of automatic processes in habitual (vs. occasional) consumption activities Why and when people may engage in automatic (vs. controlled) behaviors The need to replace automatic with controlled processes to encourage sustainable consumption Sustainable consumption situations in which automatic processes may have a role Situational moderators for the challenge of replacing automatic with controlled processes Individual moderators for the challenge of replacing automatic with controlled processes E-tivities Quiz on the topics covered in curated materials [Non-graded individual exercise] Personal introspection test [Non-graded individual exercise] This week involves an original sitcom episode about sustainability (see the Original-Video content section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slide #1) Information about the group; Slide #2) Description of the concepts/tensions in sustainable behaviors involved in the sitcom episode; Slide #3) Identification of realistic situations in which such tensions are more likely to occur; and Slide #4) Identification of potential moderators (circumstances and/or individual characteristics that may either attenuate or amplify such tensions) [Graded group assignment] Related Material Readings [Mandatory] Ouelette et al. (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. Psychological Bulletin, 124(1), 54-75 Price et al. (2018). The fresh start mindset: Transforming consumers’ lives. Journal of Consumer Research, 45, 21-48 Original Video-Content [Mandatory] Professor’s video introducing the original sitcom episode Original sitcom episode Professor’s video concluding the sitcom episode Curated Materials [Mandatory] TEDx Talk on “The science of habits” by Marco Badwal (15 mins, 53 secs) https://www.youtube.com/watch?v=FSZyzhi8C9o

Week 6- Challenges to encouraging sustainable consumption: The problem of abstractness Asynchronous or synchronous lesson The problem of abstractness The potential sources of abstractness in sustainable consumption Consumer dispositions related to abstractness Potential situational moderators for the effect of perceived abstractness Potential individual moderators for the effect of perceived abstractness Potential interactions among the different challenges (barriers) E-tivities Quiz on the curated materials [Non-graded individual exercise] Personal introspection test: Take the questionnaire on “How big is your environmental footprint?” https://footprint.wwf.org.uk/#/ [Non-graded individual exercise] This week involves an original sitcom episode about sustainability (see the Original-Video content section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slide #1) Information about the group; Slide #2) Description of the concepts/tensions about sustainable behaviors involved in the sitcom episode; Slide #3) Identification of realistic situations in which such tensions are more likely to occur; Slide #4) Identification of potential moderators (circumstances and/or individual characteristics that may either attenuate or amplify such tensions) [Graded group assignment] Related Material Readings [Mandatory] Trope et al. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17(2), 83-95 Original Video-Content [Mandatory] Professor’s video introducing the original sitcom episode Original sitcom episode Professor’s video concluding the sitcom episode Curated Materials [Mandatory] Euronews video on Copenhagen’s unusually high benches” (49 secs) https://www.euronews.com/green/2022/05/10/copenhagen-s-weirdly-tall-benches-are-a-warning-about-climate-change Website on the study “Can carbon footprint information influence consumer choice?” with a related You Tube video (6 mins, 14 secs) https://www.accounting-for-transparency.de/can-carbon-footprint-information-influence-consumer-choice/ https://www.youtube.com/watch?v=qyBiZSykHaI

Week 7- Social influence and sustainable consumption Asynchronous or synchronous lesson The concept of social influence The different forms of social influence Situations in which social influence can be leveraged The role of social influence in sustainable consumption How social influence can be leveraged to mitigate barriers to sustainable consumption Moderators for the role of social influence Practical strategies that leverage social influence to encourage sustainable consumption E-tivities Quiz on the topics covered in curated materials [Non-graded individual exercise] Search for a pro-environmental campaign that uses social influence. Write a 400/500-word essay to explain the campaign and how social influence may operate in that campaign [Non-graded individual exercise] This week involves a case study (see the Original-Video content section). Also, a reading will be assigned to your group (see the Readings section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slide #1) Information about the group; Slide #2) Research problem and theoretical background of the reading assigned to the group; Slide #3) Reading’s main findings and conclusions; Slide #4) Summary of a strategy for the case-study company that is inspired by the reading’s findings/conclusions (and, if necessary, by the propositions regarding social influence: Propositions 1, 7, 13, 19 of the SHIFT framework) [Graded group assignment] Related Material Readings [Mandatory] Goldstein et al. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472-482 [Mandatory for one out of the four groups of students] Griskevicius et al. (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392 [Mandatory for one out of the four groups of students] Reno et al. (1993). The transsituational influence of social norms. Journal of Personality and Social Psychology, 64(1), 104-112 [Mandatory for one out of the four groups of students] White et al. (2014). The motivating role of dissociative out-groups in encouraging positive consumer behaviors. Journal of Marketing Research, 51(4), 433-447 [Mandatory for one out of the four groups of students]. White et al. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49 [Section “Social Influence” and Section “Theoretical implications and directions for future research”, especially the paragraphs associated to Propositions 1, 7, 13, 19] (Papers #1, #2, #3, and #4 are not mandatory for all students. Students are required to work in 4 groups, so that each group will be assigned to read only one of these papers) Readings [Non-Mandatory] Cialdini et al. (1990). A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58(6), 1015-1026 Original Video-Content [Mandatory] Professor’s video introducing the mini case study Mini problem-based case study with an interview to a guest speaker on a company in search of a sustainable way to success Professor’s video concluding the mini case study Curated Materials [Mandatory] Invisible Influence: The Hidden Forces that Shape Behavior by Jonah Berger (3 mins, 20 secs) https://www.youtube.com/watch?v=XxfcaY86jpw Brain Games – Social Conformity (3 mins, 39 secs’) https://www.youtube.com/watch?v=UemyY4Hmeeg&feature=youtu.be

Week 8- Habit formation and sustainable consumption Asynchronous or synchronous lesson New habit formation tools/actions The psychological mechanism underlying the effectiveness of such tools/actions Situations in which such tools/actions may be implemented The effectiveness of such tools/actions in alleviating barriers to sustainable consumption Practical strategies which aim at creating or strengthening new sustainable behavioral habits Real-world companies that adopt such actions/tools to promote green options E-tivities Quiz on the topics covered in curated materials [Non-graded] This week involves a case study (see the Original-Video content section). Also, a reading will be assigned to your group (see the Readings section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slide #1) Information about the group; Slide #2) Research problem and theoretical background of the reading assigned to the group; Slide #3) Reading’s main findings and conclusions; Slide #4) Summary of a strategy for the case-study company that is inspired by the reading’s findings/conclusions (and, if necessary, by the propositions regarding habit formation: Propositions 12, 17, 20 of the SHIFT framework) [Graded group assignment] Related Material Readings [Mandatory] Bolderdijk et al. (2018). Encouraging pro‐environmental behaviour with rewards and penalties. Environmental Psychology: An Introduction Fischer (2008). Feedback on household electricity consumption: A tool for saving energy? Energy Efficiency [Mandatory for one out of the four groups of students] Holland et al. (2006). Breaking and creating habits on the working floor: A field-experiment on the power of implementation intentions. Journal of Experimental Social Psychology [Mandatory for one out of the four groups of students] Pichert et al. (2008). Green defaults: Information presentation and pro-environmental behaviour. Journal of Environmental Psychology [Mandatory for one out of the four groups of students] Verplanken et al. (2016). Empowering interventions to promote sustainable lifestyles: Testing the habit discontinuity hypothesis in a field experiment. Journal of Environmental Psychology [Mandatory for one out of the four groups of students] White et al. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing [Section “Habit Formation” and Section “Theoretical implications and directions for future research”, especially the paragraphs associated to Propositions 12, 17, 20]. (Papers #2, #3, #4, and #5 are not mandatory for all students. Students are required to work in 4 groups, so that each group will be assigned to read only one of these papers) Readings [Non-Mandatory] Bowles (2008). Policies designed for self-interested citizens may undermine "the moral sentiments": Evidence from economic experiments. Science. Kurz et al. (2015). Habitual behaviors or patterns of practice? Explaining and changing repetitive climate‐relevant actions. Wiley Interdisciplinary Reviews: Climate Change. Original Video-Content [Mandatory] Mini problem-based case study with an interview to a guest speaker on a company in search of a sustainable way to success Curated Materials [Mandatory] TEDx Talk “The power of forming habits” by David Nevins | TEDxCushingAcademy https://www.youtube.com/watch?v=iUKwFuV6FaA TEDx Talk “Forget big change, start with a tiny habit” by B. J. Fogg https://www.youtube.com/watch?v=AdKUJxjn-R8

Week 9- The role of individual self in sustainable consumption Asynchronous or synchronous lesson The concept of individual self Key self-related concepts The role of individual self in consumer behavior and marketing The role of individual self in sustainable consumption How individual self can be leveraged to mitigate barriers to sustainable consumption Strategies which leverage individual self to encourage sustainable consumption E-tivities Quiz on the topics covered in curated materials [Non-graded individual exercise] This week involves a case study (see the Original-Video content section). Also, a reading will be assigned to your group (see the Readings section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slides #1) Information about the group; Slide #2) Research problem and theoretical background of the reading assigned to the group; Slide #3) Reading’s main findings and conclusions; Slide #4) Summary of a strategy for the case-study company that is inspired by the reading’s findings/conclusions (and, if necessary, by the propositions regarding individual self: Propositions 2, 3, 4, 21 of the SHIFT framework) [Graded group assignment] Related Material Readings [Mandatory] Brough et al. (2016). Is eco-friendly unmanly? The green-feminine stereotype and its effect on sustainable consumption. Journal of Consumer Research, 43 (4), 567-582 [Mandatory for one out of the four groups of students] Cakanlar et al. (2023). I will be green for us: When consumers compensate for their partners’ unsustainable behavior. Journal of Marketing Research, 60(1), 110-129 [Mandatory for one out of the four groups of students] Green et al. (2014). Finding the right shade of green: The effect of advertising appeal type on environmentally friendly consumption. Journal of Advertising, 43(2), 128-141 [Mandatory for one out of the four groups of students] Trudel et al. (2016). The recycled self: Consumers’ disposal decisions of identity-linked products. Journal of Consumer Research, 43 (2), 246-264 [Mandatory for one out of the four groups of students] White et al. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83 (3), 22-49 [Section “The Individual Self” and Section “Theoretical implications and directions for future research”, especially the paragraphs associated to Propositions 2, 3, 4, 21]. (Papers #1, #2, #3, and #4 are not mandatory for all students. Students are required to work in 4 groups, so that each group will be assigned to read only one of these papers) Readings [Non-Mandatory] Lokhorst et al. (2013). Commitment and behavior change: A meta-analysis and critical review of commitment-making strategies in environmental research. Environment and Behavior, 45 (1), 3-34. Original Video-Content [Mandatory] Professor’s video introducing the mini case study Mini problem-based case study with an interview to a guest speaker on a company in search of a sustainable way to success Professor’s video concluding the mini case study Curated Materials [Mandatory] You Tube video on “What is the self-concept?” by Kit Welchlin (2 mins, 37 secs) https://www.youtube.com/watch?v=mvbYE99F0WA You Tube video on “Self-consistency: Your friend, your enemy” by Ken Christian (3 mins, 29 secs) https://www.youtube.com/watch?v=9OZkt-Ttfl8 TEDx Talk on “Why self-efficacy matters” by Mamie Morros (15 mins) https://www.youtube.com/watch?v=agwsjYg9hJ8

Week 10- Feelings and cognition in sustainable consumption Asynchronous or synchronous lesson The key emotional feelings involved in consumer behavior The cognitive processes involved in consumer behavior The potential effects of feelings and cognition on sustainable consumption How feelings and cognition can be leveraged to alleviate barriers to sustainable consumption Practical strategies which leverage feelings and cognition to encourage sustainable consumption Real-world companies that leverage cognition and/or emotions to promote green options E-tivities Quiz on the topics covered in curated materials [Non-graded individual exercise] This week involves a case study (see the Original-Video content section). Also, a reading will be assigned to your group (see the Readings section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slide #1) Information about the group; Slide #2) Research problem and theoretical background; Slide #3) Reading’s main findings and conclusions; Slide #4) Summary of a strategy for the case-study company that is inspired by the reading’s findings/conclusions (and, if necessary, by the propositions regarding feelings and cognition: Propositions 5, 6, 8, 9, 14, 15, 22, 23, 24 of the SHIFT framework) [Graded group assignment, with in-class oral presentation] Related Material Readings [Mandatory] Amatulli et al. (2019). The effects of negative message framing on green consumption: An investigation of the role of shame. Journal of Business Ethics. [Mandatory for one out of the four groups of students] Jin et al. (2023). Give me the facts or make me feel: How to effectively persuade consumers to act on a collective goal. Journal of Marketing. [Mandatory for one out of the four groups of students] White et al. (2011). It's the mind-set that matters: The role of construal level and message framing in influencing consumer efficacy and conservation behaviors. Journal of Marketing Research [Mandatory for one out of the four groups of students] Yan et al. (2023). Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions. Journal of the Academy of Marketing Science. [Mandatory for one out of the four groups of students] White et al. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing [Section “Feelings and cognition” and Section “Theoretical implications and directions for future research”, especially the paragraphs associated to Propositions 5, 6, 8, 9, 14, 15, 22, 23, 24]. (Papers #1, #2, #3, and #4 are not mandatory for all students. Students are required to work in 4 groups, so that each group will be assigned to read only one of these papers) Readings [Non-Mandatory] Gao et al. (2023). Resources available for me versus us: Implications for mitigating consumer food waste. Journal of Marketing Research Tezer et al. (2020). The greenconsumption effect: How using green products improves consumption experience. Journal of Consumer Research Original Video-Content [Mandatory] Mini problem-based case study with an interview to a guest speaker on a company in search of a sustainable way to success Curated Materials [Mandatory] TEDx Talk on “How your climate emotions can save the world” by Katharina Van Bronswijk https://youtu.be/ZE_TMzLCI_Y You Tube video on “Nature is speaking” by Conservation International https://youtu.be/WmVLcj-XKnM You Tube video on “What if” IKEA’s campaign https://youtu.be/AsN0SDVpS8M TEDx Talk on “How to find joy in climate action” https://www.ted.com/talks/ayana_elizabeth_johnson_how_to_find_joy_in_climate_action

Week 11- The role of tangibility in sustainable consumption Asynchronous or synchronous lesson Tangibility from a time perspective Tangibility from a space perspective Tangibility from a language perspective How tangibility interventions can mitigate barriers to sustainable consumption Practical strategies which leverage tangibility to encourage sustainable consumption Real-world companies that leverage tangibility to promote green options E-tivities Video perception test regarding the You Tube video on “Imagine a sustainable planet” [Non-graded individual exercise] Video perception test regarding the You Tube video on “Sustainable consumption” [Non-graded individual exercise] Search for a pro-environmental campaign that uses tangibility appeals. Write a 300/400-word essay to explain the campaign and how the tangibility appeal is used. [Non-graded individual exercise] This week involves a case study (see the Original-Video content section). Also, a reading will be assigned to your group (see the Readings section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slide #1) Information about the group; Slide #2) Research problem and theoretical background; Slide #3) Reading’s main findings and conclusions; Slide #4) Summary of a strategy for the case-study company that is inspired by the reading’s findings/conclusions (and, if necessary, by the propositions regarding tangibility: Propositions 10, 11, 16, 18, 25 of the SHIFT framework) [Graded group assignment, with in-class oral presentation] Related Material Readings [Mandatory] Kapoor et al. (2023). Greenfluencers as agents of social change: The effectiveness of sponsored messages in driving sustainable consumption. European Journal of Marketing [Mandatory for one out of the four groups of students] Reczek et al. (2018). Focusing on the forest or the trees: How abstract versus concrete construal level predicts responses to eco-friendly products. Journal of Environmental Psychology [Mandatory for one out of the four groups of students] Tiefenbeck et al. (2019). Real-time feedback promotes energy conservation in the absence of volunteer selection bias and monetary incentives. Nature Energy [Mandatory for one out of the four groups of students] Winterich et al. (2019). Knowing what it makes: How product transformation salience increases recycling. Journal of Marketing [Mandatory for one out of the four groups of students] White et al. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing [Section “Tangibility” and Section “Theoretical implications and directions for future research”, especially the paragraphs associated to Propositions 10, 11, 16, 18, 25]. (Papers #1, #2, #3, and #4 are not mandatory for all students. Students are required to work in 4 groups, so that each group will be assigned to read only one of these papers) Readings [Non-Mandatory] Van Lange et al. (2021). Psychological distance: How to make climate change less abstract and closer to the self. Current Opinion in Psychology Original Video-Content [Mandatory] Mini problem-based case study with an interview to a guest speaker on a company in search of a sustainable way to success Curated Materials [Mandatory] You Tube video on “Imagine a sustainable planet” by Emerger Strategies https://youtu.be/9RvhgUC4OiA You Tube video on “Sustainable consumption” by EU https://youtu.be/pA73wtV9RqA You Tube video on the SHIFT model by Kate White (4 mins, watch it from 36’:17’’ to 40’:22’’) https://www.youtube.com/watch?v=bcljFhKdThg

Week 12- Recap and conclusion Asynchronous or synchronous lesson The peculiarities of environmentally sustainable consumption behaviors The barriers to different sustainable consumption behaviors The main drivers of sustainable consumption behaviors Using the SHIFT framework in practice E-tivities Quiz on the topics covered in curated materials [Non-graded individual exercise] This week involves a case study (see the Original-Video content section). Based on that, you will be asked to write a short presentation comprising 4 slides with the following content: Slide #1) Information about the group; Slide #2) Short description of the case-study company and its core business; Slide #3) Prioritization of potential barriers that might prevent consumers from purchasing the eco-friendly products proposed by the company; Slide #4) Identification of one or more drivers among those proposed in the SHIFT model that could be leveraged to overcome those barriers with a short explanation of how the proposed driver(s) could be used in practice by the company [Graded group assignment, with in-class oral presentation] Final project work: Select a company that promotes an environmentally sustainable behavior and try to implement the SHIFT framework in practice (see the Workbook as a guideline). Prepare a presentation of 10/12 slides [Graded group assignment to be completed by Week 17] Related Material Readings [Mandatory] White et al. (2018). SHIFT: Sustainable consumer behavior change – Workbook. Sitra Studies (retrieved from: sitrashiftworkbookv04-www.pdf) White et al. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49 [Sections “How to use the SHIFT framework in practice” and “Concluding thoughts”] Readings [Non-Mandatory] White et al. (2018). SHIFT: A Review and Framework for Encouraging Ecologically Sustainable Consumer Behavior. Sitra Studies Original Video-Content [Mandatory] Professor’s video introducing the mini case study Mini problem-based case study with an interview to a guest speaker on a company that has successfully adopted one or more of the aforementioned drivers to promote a sustainable consumption option/practice (10 mins) Professor’s video concluding the mini case study Curated Materials [Mandatory] You Tube video on “JM Webinar: 5 ways to reduce consumption and slow climate change” by the American Marketing Association (26 min) https://www.youtube.com/watch?v=F8fJe6G3kmY&t=54s