Agency, Hypes and Sustainability Transitions
Mungazi, Teresa
Mungazi, Teresa
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Abstract
The presentation explores the role of product hypes in sustainability transitions. It looks at hemp as a natural-hyped product because its re-emergence after the 2018 Farm Bill was marked by enthusiastic expectations around market opportunity and achievement of sustainability, which are typical of a product hype. Preliminary findings suggest that the consumer who is concerned about the environment has higher awareness levels for hemp-based products and this suggests that sustainability-related hypes or trends can influence consumer behavior and preferences consumers actively seeking environmentally friendly products are more likely to be aware of and interested in sustainable alternatives like hemp.
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Graduate
Date
2024-01-01