Black Friday expert on ethical shopping

Peter B. Gustavson School of Business

Credit: Rupixen via unsplash

The following University of Victoria expert is available to media for comment on ethical shopping and consumer responses to brand sustainability during the holiday shopping season.

Saul Klein (Business) is dean of the Gustavson School of Business and an expert in marketing strategy and brand trust, and leads the annual Gustavson Brand Trust Index. Klein can discuss consumer trust, the factors affecting it and the brands that succeed at it. Specifically, Klein can comment on how consumers respond to brands emphasizing sustainability and social responsibility as core components of their value, and how these factors influence consumer decision-making during Black Friday, holiday shopping season and beyond. (Office:  or 250-721-6422)

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Media contacts

Sasha Milam (Business Communications) at 250-516-2611 or

Suzanne Ahearne (University Communications + Marketing) at 250-721-6139 or

In this story

Keywords: Sustainability, business

People: Saul Klein

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