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HOW TO SELL THE GREEN FUTURE: THE ROLE OF STORYTELLING IN MARKETING SUSTAINABLE PRODUCTS
Matthew Lunde,Amin Rostami,Marat Bakpayev 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This abstract summarizes an early-stage research proposal examining the benefits of storytelling in marketing green brands. Many research studies have been published in the last decade observing the growth and popularity of sustainable products (e.g., Bhardwaj et al., 2020; de Souza Correa et al., 2022; Haider, Shannon, & Poschis, 2022; Lunde, 2018; Rajogopal, Mahajan, & Priya, 2021; Skackuskiene & Vilkaite-Vaitone, 2022; among many others). Only some of these products offered immediate economic benefits to consumers when introduced. Consumers were skeptical of the sustainability of the products (e.g., Matthes & Wonneberger, 2014), consumers felt the prices were higher than unsustainable products (e.g., Juan, Hsu, & Xie, 2017), and consumers felt that the company was greenwashing (e.g., Cho & Taylor, 2020). However, the story of these businesses imagining a green future was the main driving force in attracting and convincing consumers to switch regardless of the cost and risk involved in the decision (e.g., Moshood et al., 2022). Getting exposed to these exciting stories, consumers want to join and be part of them by purchasing green products. For example, when sustainable Toyota Prius and Tesla cars were first introduced, there were more economical and best-performing cars in the crowded US market (i.e., Toyota.com, 2023; Tesla.com, 2023). However, unlike conventional combustion engine cars, they had a story to tell. Then, and today, the companies sell the imaginary of a green and sustainable future for humankind. It is the same with the sustainable apparel brand, Patagonia, which has gained popularity throughout the years (Patagonia.com, 2023). Their products are expensive compared to their unsustainable competitors. However, consumers are willing to pay the price to be a part of the story that the brand narrates, promising a more sustainable future.
Development of an In Vitro Candida albicans Oral Infection Model
Lund, Trace,Kleinegger, Cynthia L.,Wertz, Philip W.,Drake, David R. Korean Academy of Oral Biology and the UCLA Dental 1997 International Journal of Oral Biology Vol.22 No.4
Objectives: The purpose of the present study was to develop an in vitro model for studies of Candida albicans oral infections. Design : Sheets of porcine buccal epithelium were cut at a thickness of 300 μm and glued with cyanoacrylate to a plastic backing. Circular 1-cm-diameter disks of the plastic-backed epithelium were cut, and incubated with Candida albicans. At various incubation times, numbers and appearance of Candida albicans on the tissue disks were assessed. Materials : Porcine tissue was obtained at a slaughterhouse. Candida selective Chromagar plates were purchased from Hardy Diagnostics of Santa Maria, CA. Other materials were from Sigma Chemical Company, St. Louis, Mo. Methods : Candida albicans was cultured in Sabouraud Dextrose Broth at 37℃, overnight. Tissue disks were incubated with standardized suspensions. At time of harvest, some disks were fixed for examination by scanning electron microscopy, while others were homogenized and spiral-plated onto Candida-selective agar. Results : At three hours, there were 2.1×10 exp (5) adherent yeast per disk. By 24 hours of incubation, there was noticeable hyphae formation, and by 48 hours hyphae predominated and tissue invasion was evident. Conclusions : The porcine buccal epithelial disk provides an in vitro model for oral Candida albicans infections in which adherence, growth,, and the bud to hyphae transition and tissue invasion process may be investigated.
Lund Robert,Shi Xueheng 한국통계학회 2020 Journal of the Korean Statistical Society Vol.49 No.4
This article comments on the new version of wild binary segmentation in Fryzlewicz (Ann Stat 42(6):2243–2281, 2014).