Cristel Russell Co-Authors Groundbreaking Study on Zero Waste Lifestyle in Journal of Consumer Research

Dr. Cristel Antonia Russell, professor of marketing at Pepperdine Graziadio Business School, has co-authored a groundbreaking study published in the Journal of Consumer Research that sheds light on how consumers adopt and sustain Zero Waste lifestyles.

The study, “How to Sustain Sustainable Practices? The Journey Toward Zero Waste Lifestyle,” is based on five years of ethnographic fieldwork and in-depth interviews with consumers and retailers. Conducted in collaboration with the French retail chain Biocoop and two colleagues from France, this applied research reflects Pepperdine Graziadio’s commitment to scholarship that drives real-world impact.

The findings highlight how individuals gradually develop sustainable habits and integrate them into daily life by anchoring their actions to a shared commitment to reducing waste. The study identifies key adaptive capabilities—such as creative problem-solving, community support, and resourcefulness—that help consumers maintain Zero Waste practices despite structural barriers.

By showing how collective, values-driven action can turn isolated eco-conscious efforts into sustainable systems, the study makes a meaningful contribution to the global conversation on environmental responsibility and the fight against plastic pollution.

Read the full publication here.