‘Planet placement’. How stories influence consumer behaviour

Studies on sustainable consumption consistently report an attitude-behaviour gap, with social norms and self-efficacy/agency having greater influence on behaviour. In this paper, I propose that cultural norms emerge via fictional characters and stories as much as by formal communications. A study I undertook with Bafta, called #ClimateCharacters, compared fictional characters’ carbon footprints in a humorous way. For example, James Bond, with his single use sports car and walk-in wardrobe of luxury suits, contrasts with Jack Reacher, who travels by bus and only buys second-hand clothes. Five similar examples were shared via social media with accompanying images and linked to a survey on whether respondents believed fictional characters affected consumption habits. Results (n=100) found that half believed they affected them or believed they would affect others. I also present results from a survey of 50 readers one month after reading Habitat Man. This is an eco-themed rom-com about a green garden consultant who helps clients to make their gardens wildlife-friendly. In the process, he falls in love and digs up a body. Similar to product placement, the novel ‘planet places’ sustainable practices throughout. For example, the body in the garden leads to a natural burial scene. The character car shares and cycles, and a secondary character invents a ‘random recipe generator’ using seasonal food and a joker ingredient such as nettles or insects. 98% of readers reported a change in attitudes and 60% adopted at least one green alternative as a result of reading the book. Common examples were nature-friendly gardening, home-composting etc. but several also said they’d changed their will to specify a natural burial.<br/>Results are explained by reference to role modelling and narrative transportation whereby readers internalise the values of characters they identify with, and implications for sustainable marketing discussed. <br/>