Despite a wealth of research on the influence of values on sustainable consumption behaviors, there is a paucity of evidence on how values systematically interact with behaviors in different consumption areas. Two areas with a high sustainability impact are clothing and food. Both areas are characterized as rather low-investment behavioral domains that are highly routinized and offer a choice between more and less sustainable goods and thus serve well for a first endeavor in systematic comparison. This thesis project aims to investigate the role that values, especially egoistic and altruistic value orientations, play in these two areas of food and clothing consumption.
- Goal? The aim of this thesis is to clarify the role that different value sets, specifically egoistic and altruistic values, play in sustainable consumption behavior in the areas of food and clothing.
- How? The student working on this thesis will design and conduct an empirical study on the topic (quantitative or mixed-methods).
- What’s in it for you? You will be able to unpack widely shared assumptions about human motivations for sustainable consumption behavior across different areas. By being able to conduct an original empirical study, you will develop and deepen skills in empirical research to address highly relevant questions on drivers of consumption.
- Who? You have an interest in sustainable consumption and have solid previous experience with designing empirical studies (quantitative / mixed-methods).
- What else? This topic expands prior empirical work on the topic. Depending on the quality of the final work, the thesis could feed into a scientific paper currently developed as a submission to an academic journal.
- Starting date: flexible
- Language: English
If you are interested, please get in touch with Daniel Fischer.