Flexibility, Dissonance and the conscious consumer

This paper considers the ethical purchasing of what are described as conscious consumers. Conscious consumers present a complex mix of behaviors; while seeking ethical alternatives, other social and economic forces impact on their behavior such that positive ethical choices are not always made. We identify two areas of theory relevant to the conceptualization of such consumers, flexibility and dissonance theory. A study of nine participants identified as conscious consumers was undertaken. As anticipated the participants revealed a range of often contradictory behaviors regarding their ethical purchases. The relevance of flexibility and dissonance theory to their behavior is discussed

Responsible waste disposal: An exploratory study of affluent British and Brazilian consumers

This paper explores how British and Brazilian consumers dispose of their unwanted or no longer used goods. Post-consumption environmental impact has become a global issue, and the need for consumers to reduce, reuse and recycle is paramount. A study of seven participants with recycling experience was undertaken. Divergent concerns in relation to waste, and distinct symbolic roles for disposition reflected the economically distinct contexts of the participants. Insights from this study can inform future consumer and policy research, and provide a more holistic view of the consumer behavior cycle

Advertising in an ageing society

Age discrimination is one of the last forms of discrimination yet to be tackled by legislation. Despite the call of the United Nations for older people to be treated fairly, regardless of age, many industries still overtly discriminate against them. The advertising industry is a particular offender, either ignoring older people altogether or presenting them in caricatures or negative stereotypes. The authors suggest that regulation or legislation may be required, to raise awareness of the issues surrounding age discrimination and to persuade advertisers to present images of older people which are more relevant and acceptable in today's society

Defying marketing sovereignty: Voluntary simplicity at new consumption communities

Purpose of this paper: To broaden the scope of or knowledge of collective voluntarily simplified lifestyles in the UK, by exploring whether voluntary simplifiers achieve their goals by adopting a simpler life. Design/methodology/approach: Radical forms of voluntary simplifier groups were explored through participant-observation research. The methodology can be broadly classified as critical ethnography, and a multi-locale approach has been used in designing the field. Findings: Although for some of these consumers voluntary simplicity seems to have reinstated the enjoyment of life, certain goals remain unfulfilled and other unexpected issues arise, such as the challenges of mobility in the attainment of environmental goals. Research limitations/implications (if applicable): This is an ongoing research, however many opportunities for further research have arisen from this study. Quantitative research could be undertaken on the values and attitudes buttressing voluntary simplicity specifically in the UK. The extent to which such communities influence mainstream consumers could be studied both quantitatively and qualitatively. Mainstream consumers’ attitudes to the practices of such communities could prove useful for uncovering real consumer needs. Practical implications: Despite these communities position in the extreme end of the voluntary simplicity spectrum, their role in shaping the practices and attitudes of other consumers is clear. What is original/value of paper: This paper provides new consumer insights that can re-shape policy-making and marketing practice aimed at achieving a sustainable future

The interplay of strategic and internal green marketing orientation on competitive advantage

This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm’s competitiveness. This study fills the gap by providing a comprehensive view of strategic green marketing and its impact on competitive advantage. Findings also reveal the moderating role of internal green marketing actions towards the development of a sustained competitive advantage. Specifically, the findings build on contemporary green marketing literature suggesting that a significant interplay between strategy and people exists which enhances the creation of competitive advantage. This in turn increases financial performance. Finally, this research uses an updated approach to build on current literature concerning the drivers and outcomes of strategic green marketing. This provides managers with nuanced insights about environmentally-driven competitive advantage

Will ethical consumers sustain their values in the global credit crunch?

The current global recession is presenting new and difficult challenges for those customers wishing to consume sustainably and ethically, and the marketers who seek to provide the goods that allow them to do so. This viewpoint will explore to what extent international marketers can engage consumers with a social conscience and retain their loyalty This conceptual paper explores the impact the global recession is having upon consumers and marketers, and considers the evidence surrounding concerns that the demand for ethical products will decline across international markets as the recession deepens. The discussion acknowledges that while discount retailers are thriving, and customers are trading down, evidence suggests that across international markets a significant number of socially conscious consumers are still exhibiting ethical consumption behaviour. Future marketing opportunities lie in providing consumers with products that will deliver value without compromising their ethical social values. The paper offers a balanced perspective on the significance of ethical consumers to international marketers. The analysis highlights a number of threats and opportunities that exist in the current global recession, and the discussion is illustrated with several examples of successful marketing ethics in action

Reducing plastic bag consumption: A community approach to social marketing

Traditionally, CSR discourse has focused on multinational corporations. However, the present work’s starting point was the following question: can consumer-leaders and responsible SMEs help foster societal change toward sustainable consumption? By drawing on the literature about ethical consumption and community-based social marketing, we suggest community leaders and small organizations can play a major role in this process. Through the use of news articles, broadcasts, websites, and documentaries, we compiled the Modbury case. Modbury, an iconic ‘plastic bag-free’ English town, is used as an exemplar of how a consumer activist alongside small firms can change communities, and encourage environmentally-friendly consumer behavior

Over-Claiming the Circular Economy: The Missing Dimensions

A new approach to sustainability has been proposed, the 'circular economy', as a pathway for companies - large or small - to engage with the challenges of sustainable business. This paper begins with an overview of the concept of the circular economy, before discussing some of the tensions and limitations of this approach, particularly the more overlooked social aspects of circularity. As a result, the paper suggests some alternatives as exemplars of more ethical and socially inclusive approaches to the circular economy