Sustainable Consumption under Structural Constraint: Insights from Indigenous Communities on the Great Plains

Author Information

Glen Marshall, University of South DakotaFollow
Rand Wergin, University of South DakotaFollow

Start Date

17-10-2025 4:30 PM

End Date

17-10-2025 5:00 PM

Location

MH358

Presenter Information

Glen Marshall is a PhD student in Sustainability at the University of South Dakota. His research explores sustainable consumption, rural and tribal entrepreneurship, and social enterprises in underserved communities. Prior to graduate study, he spent ten years as CEO of the Boys & Girls Club of Rosebud. He holds an MBA and serves as a business instructor at Sinte Gleska University. Rand Wergin is the senior marketing faculty member at the University of South Dakota’s Beacom School of Business. His research interests include consumer behavior, public policy, marketing strategy, economic development, professional selling and pedagogy. Wergin has published his work in various peer reviewed journals, has presented his work at scholarly conferences, and been invited to speak to civic groups and community leaders.

Submission Type

Abstract

Track

Marketing

Abstract

Resource-constrained communities, particularly Indigenous and remote communities, remain critically understudied in the business literature despite persistent socioeconomic challenges. This study employs a mixed-methods approach to explore barriers to sustainable consumption in these resource-limited contexts. It examines consumer attitudes toward sustainability and identifies key barriers to sustainable consumption. Understanding these barriers is crucial for entrepreneurs seeking profitable and socially beneficial ventures, as well as for policymakers designing social or economic initiatives. This research provides actionable insights for tribal governments, business professionals, policymakers, and others seeking to promote sustainable economic growth, community health, and positive externalities in underserved communities.