Francesca Bergianti

Progetto di ricerca
Navigating sustainable consumption through a new positive perspective 

Scholars claim that today we are facing a triple planetary crisis of climate change, biodiversity loss, and pollution. At this rate, if the current habits are maintained, the limited capacity of the Earth will not be able to support the livelihoods of current and future generations. Increasing environmental degradation poses a serious threat to human well-being and, for this reason, environmental protection and sustainability are crucial issues in the contemporary world and in current academic research. Sustainability is becoming an essential element for many companies, especially in industries where pollution is a growing concern. There is an urgent need for fundamental changes in companies’ business models, including a change in consumer behavior. This research project aims to analyze the main currents of study related to sustainable consumption, and to investigate its promotion using a positive approach, oriented towards well-being. Firstly, a systematic review of the literature on sustainable consumption promotion is carried out, defining the current status of scientific knowledge regarding this topic and identifying possible research gaps to be explored. Secondly, a qualitative exploratory study investigates sustainable consumption from a well-being perspective, starting from the assumption that this pro-social behavior can generate positive effects not only on others or on the planet, but also on the individual himself. The study identifies the main elements of well-being that are developed through consumers’ sustainable practices. Finally, we present a quantitative study that focuses on how to effectively promote sustainable consumption adopting a positive approach. It aims to identify a successful communication strategy to induce consumers to behave sustainably, using the framing theory. The findings will confirm the greater effectiveness of positive message framing and the mediation of a specific positive emotion (elevation). These results seem to confirm the validity of the emerging trend of positive sustainability initiatives in increasing sustainable behaviors. In summary, this project wants to deepen the theme of sustainable consumption by favoring a positive approach that can encourage its promotion and dissemination.

Pubblicazioni

• Grappi, S., Bergianti, F., Gabrielli, V., & Baghi, I. (2024) The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality, Journal of Business Research, 170, 114341, (ISSN 0148-2963).

• Bergianti, F., & Parguel B. (2023). How government eco-exemplarity influences sustainable consumption, Proceedings of the Australian and New Zealand Marketing Academy (ISSN: 1447-3275).

• Bergianti, F., Gabrielli, V., Baghi, I., & Grappi, S. How different types of communication affect ethical consumption: The role of psychological consumer empowerment, Proceedings of the Società Italiana di Marketing (IBSN: 978-88-947829-0-5).

Bergianti, F., & Venuturini A. (2023). I do it (also) for me: a qualitative study on the identity aspects underlying consumption on second-hand fashion apps, Proceedings of the International Conference Marketing Trends (ISBN 978-2-490372-16-4).

• Gabrielli V., Baghi I., Bergianti F. (2021) Brand scandals within a corporate social responsibility partnership: the asymmetrical effects on the for-profit and the non-profit brand, Journal of Marketing Management, 37(15-16), 1573-1604. DOI: 10.1080/0267257X.2021.1928267

• Bergianti, F., Grappi, S., Gabrielli, V., & Baghi, I. (2021), Feeling good by wearing sustainable: Advancingthe well-being paradigm in sustainable consumption practices, Proceedings of the European Marketing Academy, 50th, 93107(ISSN: 2709-1589).

• Bergianti, F., Gabrielli, V., Baghi, I., & Grappi, S. (2021), Sustainable trend: how well-being works in shaping fashion consumption practices, Proceedings of the Società Italiana di Marketing (ISBN: 978-88-943918-6-2).