Consumer trends and lifestyles are becoming increasingly relevant in business practice in order to better understand and address target groups and to tailor product and service development to their needs. While some unconventional consumer behaviors go unnoticed, others develop into consumer movements with a large following. Since such movements have a significant influence on consumer behavior, it is worthwhile for companies to pay early attention to these lifestyles.
The research project “From Trend to Lifestyle” examines unconventional lifestyles for the first time and shows the consequences for companies. Based on the basic consumer motives, the project demonstrates the central aspects of the following lifestyles: cocooning, neo-nomadism, minimalism, slow living, freecycling, and precycling. The aim of the research project is to provide application-oriented insights into unconventional lifestyles that are scientifically founded and supported by best practice examples.
In order to gain a comprehensive understanding of the still insufficiently researched lifestyles, a qualitative research approach in the form of deep psychological interviews is used in conjunction with grounded theory.
Project responsibility: Prof. Dr. Katharina Klug