AUT - Consumerism & Sustainability
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Consumerism & Sustainability
This page offers information on Multimodal Research Centre's project "Consumerism & Sustainability"
Oil & Water: Consumerism & Sustainability
Research Area: Audience ReceptionProject Leader: Dave Brown
Project Abstract:
This project investigates the way consumers respond to purchasing products, and how they are influenced by persuasive or factual information about those products. Because the post industrial revolution consumer model has always relied on an endless process of high product turnover, most consumers have been conditioned to purchase products with no reason to question the longer term impact this behaviour may have on a sustainable future.We investigate a wide spectrum of written material that points to a need for a significant shift in consumer behaviour towards a more sustainable model of consumption, due to global warming and resource depletion. The research is viewed through a lens of persuasive information, advertising and propaganda, and investigates how the same tools can be harnessed to aid in the obligatory behavioural shift.
Publication:
Brown, D. (in progress). A nascent shift in modal values of packaging design.Transfer Area / Commercialisation:
A paper has been written using multimodal discourse analysis as a methodology to investigate the way packaging design is used to attract consumers in purchasing products. This paper has offered a nascent concept in labelling ingredients which is about to be translated as a commercial outcome.As a result of the research, a steering committee within AUT has been formed comprised of experts in nutrition, commercialization and marketing to oversee the launch of a brand of food products that will use the new labelling system as integral to the packaging.
The products will be launched as a brand created within the university campus and launched on site in cafes and vending machines as outlets.
AUT Public Relations, Marketing, Graphic Design and Advertising students will be assisting in the initial launch of the brand at the first stage, with plans of a launch to the wider mainstream community to follow.
Last updated: 31 Oct 2011 5:00pm