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Katherine White

Professor of Marketing, UBC Sauder School of Business

How Can We SHIFT Consumers Towards Ethical Choices?

Date: Friday, April 25, 2025
Time: 10:30 am-12:00 pm EST
Location: Armstrong building, room 375

All are cordially invited to attend.

Abstract:

How can we encourage consumers to make more ethical choices that support businesses, products, and behaviours that align with moral considerations such as societal and environmental responsibility? Prof. Kate White will present a framework to encourage ethical consumption from her own research. Represented by the acronym SHIFT, this model highlights five key psychological factors that influence consumer decision-making: Social influence, Habit formation, Individual self, Feelings and cognition, and Tangibility. Using research and real-world examples, Kate will explore how these factors can be applied by businesses, policymakers, and individuals to promote more ethical consumer behaviors.