Eduardo Andrade is Professor of Marketing at Imperial College Business School and the co-Director of the MSc Programme on Climate Change, Management & Finance. He was previously Assistant and Associate Professor of Marketing at the University of California, Berkeley, and Professor of Consumer Psychology at FGV-EBAPE in Rio de Janeiro.
As a behavioural researcher, Prof. Andrade has been interested in how individuals feel, think and make decisions in contexts related to sustainable consumption, inequality, and health. His articles have appeared in leading marketing (Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research), medicine/public health (Lancet, Public Health Nutrition, Preventive Medicine, JAMA Network Open), and psychology journals (Psychological Science, Nature Human Behaviour), among others.
Despite the climate urgency and the importance of lifestyle changes to help tackle it, many consumers are either unwilling or incapable of purchasing, consuming, and disposing sustainably. Eduardo Andrade will lead a lab on the obstacles and opportunities to sustainable consumption. He will start the lab off by introducing a framework of three types of obstacles to sustainable consumption – market, individual, and societal. This will be followed by group discussions with a focus on identifying the strongest barrier(s) and exploring ways to overcome them.
The participants will learn and discuss the following:
- Understand each of the factors that lead to the market, psychological, and societal barriers to sustainability – from quality to convenience through impact to habit formation
- Self-assess the strength of each of the barriers in your own company/industry
- Discuss the results of self-assessments across the group to identify patterns in the strength of barriers – and how the ratings may depend on industry and other factors
- Explore approaches to transforming the highest ranked obstacle(s) into opportunities
- Harvest the discussion results
- Innovation for Sustainability, Circularity & Net Zero
- Innovation Lab