Samenvatting

After successfully passing the Proposal report, I have continued my research concerning shame’s effect on consumers’ sustainable behaviors and choices, mainly regarding consumption.

As a result, the final steps of the Design Based Research cycle have been conducted and resulting from this is an actional solution in the form of a marketing framework, including steps for implementation and evaluation. I hope that with this research and its outcomes, I can contribute to the fight against climate change and increase the awareness on sustainability.