- Article
The Influence of Environmental Self-Identity on the Relationship between Consumer Identities and Frugal Behavior
- Domingo Gil-Giménez,
- Gladys Rolo-González,
- Ernesto Suárez and
- Gabriel Muinos
The need to reduce consumption is evident, and a way of achieving this is through austerity and frugal practices. The aim of this research was to advance the understanding of frugal behavior and its relation to consumer identities, and to analyze any...