The world has a waste problem, and over-consumption has consistently been touted as the root cause of the issue. As a result, anti-consumption practices are gaining traction. Canvas8 spoke to Dr. Catherine Armstrong Soule to understand how brands can nudge people into adopting these behaviours.
Dr. Catherine Armstrong Soule is an associate professor at the College of Business and Economics at Western Washington University. Her research focuses on judgement and decision-making within the exchange and consumption contexts. Her areas of research expertise include anti-consumption, second-hand exchange, pricing, consumer protections, brand communities, and consumer-to-consumer exchange.