Agency, Hypes and Sustainability Transitions
Conference Year
2024
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.
Primary Faculty Mentor Name
Teresa Mares
Status
Graduate
Student College
College of Agriculture and Life Sciences
Program/Major
Food Systems
Primary Research Category
Social Science
Agency, Hypes and Sustainability Transitions
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.