European Social Marketing Conference 2026

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

Approaching both overconsumption and sufficiency as an intergenerational dilemma, we frame parents' unsustainable consumption as an identity threat to the children's future well-being. Using the children's voice to limit abstractness and increase morality, we expect this parental identity threat to be effective in increasing sufficiency adoption intentions.