Rishad Habib wins 2024 Sheth Foundation/Journal of Marketing Award

Congratulations to Assistant Marketing Professor Rishad Habib for co-authoring an article that won this year’s Sheth Foundation/Journal of Marketing Award from the American Marketing Association (AMA). 

The award honours a Journal of Marketing article that has made long-term contributions to the field of marketing. The winning article, “How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework (external link, opens in new window) ,” was co-authored by Habib and Katherine White and David J. Hardisty from the University of British Columbia. 

An article is eligible for consideration to receive the Sheth Foundation/Journal of Marketing Award in the fifth year after its publication. The criteria for selection include the quality of the article’s contribution to theory and practice, its originality, its technical competence (if relevant) and its impact on the field of marketing.

Habib’s paper introduces the SHIFT Framework, an acronym representing five routes, or psychological factors, to help consumers adopt and foster more sustainable behaviour: Social influence, Habits, Individual self, Feelings and cognition and Tangibility. This framework emerges from a systematic literature review of over 300 academic articles.

According to the award selection committee: “The proposed framework has profoundly impacted marketing practice, influencing a wide array of stakeholders such as businesses, nonprofits and government organizations, with collaborations ranging from big brands to city governments and startups. This work has facilitated the application of the framework in various educational settings, including executive education, undergraduate, and PhD courses, where it’s used to develop and test sustainable behavior change strategies.”

The committee added: “Over 50 organizations, including major corporations and nonprofits, have utilized the SHIFT Framework, showcasing its widespread application and dissemination through diverse channels such as conferences, webinars, and academic presentations.”

Habib and her co-authors were presented with their award at the 2024 AMA Summer Academic Conference in Boston.