People are keen to recycle, but often don’t because they find it burdensome or inconvenient. As eco action becomes more important to people the world over, how can brands better motivate them to recycle their waste? Canvas8 spoke to Karen Winterich, professor of marketing at PennState, to find out.
Dr. Karen Winterich is a professor of marketing at Smeal College of Business, Pennsylvania State University. Her research focuses on consumer behaviour, examining how social identities influence people's charitable giving as well as (im)moral and sustainable behaviour.