• ISBN13: 9781848729889
• Binding: Hardcover
• Subject: Education & Psychology
• Publisher: T&F
• Publisher Imprint: Psychology Press
• Publication Date: June 15, 2014
• Pages: 272
• Original Price: GBP 145.0
• Language: English
• Edition: N/A
• Item Weight: 500 grams

This book brings together a large number of divergent scientific disciplines and theoretical approaches to address and explain the multiple selves that drive the attitude-behavior discrepancy in consumer demand for sustainability.

Hans C. M. van Trijp holds the Chair of Marketing and Consumer Behavior at Wageningen University and is part-time Lead Scientist in Consumer Behavior at Unilever R&D in the Netherlands. His scientific work focuses primarily on the extent to which consumer behavior theory can be exploited to inform marketing strategies to enhance sustainable consumer behavior. He was the Scientific Director within the Dutch innovation program Transforum in the area of mobilizing consumer demand for sustainable products and services. He has published extensively in the marketing, consumer psychology, and food domains. He is a member of the editorial boards of the International Journal of Research in Marketing and Food Quality and Preference and chairs the Food and Consumer working group within the European Technology Platform Food for Life with the aim to leverage the research agendas between industry and governments across Europe.