期刊
JOURNAL OF BUSINESS RESEARCH
卷 62, 期 2, 页码 260-268出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2008.01.033
关键词
Consumption reduction; Sustainability; Social marketing
类别
资金
- Economic and Social Research Council [not_applicable] Funding Source: researchfish
- ESRC [not_applicable] Funding Source: UKRI
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. (C) 2008 Elsevier Inc. All rights reserved.
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