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Social marketing: a pathway to consumption reduction?

Peattie, Kenneth John ORCID: and Peattie, Susan 2009. Social marketing: a pathway to consumption reduction? Journal of Business Research 62 (2) , pp. 260-268. 10.1016/j.jbusres.2008.01.033

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This article considers the potential of the discipline of marketing to contribute to consumption reduction from a social marketing perspective. The authors review the difficulties of applying conventional marketing theory and practice in pursuit of more sustainable consumption, and the logic of applying an adapted form of social marketing to promote more sustainable lifestyles and reductions in consumption. This study also uses a health-oriented social marketing campaign to demonstrate the potential of a social marketing approach to address ingrained forms of consumer behavior and to successfully ‘de-market’ products.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Centre for Business Relationships, Accountability, Sustainability and Society (BRASS)
Business (Including Economics)
Sustainable Places Research Institute (PLACES)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
H Social Sciences > HV Social pathology. Social and public welfare
Uncontrolled Keywords: Consumption reduction; Sustainability; Social marketing
Publisher: Elsevier
ISSN: 0148-2963
Last Modified: 19 Oct 2022 09:07

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