Special Issue: Sustainable consumption: activism, innovation and brands
Journal of Marketing Management, Volume 31, 2015, Issue 13-14

Editorial: Sustainable consumption: activism, innovation and brands
Pierre McDonagh & Diane M. Martin

‘When people take action ….’ Mainstreaming malcontent and the role of the celebrity institutional entrepreneur
Gillian C. Hopkinson & James Cronin
“As the challenges of sustainability intensify at a global level, it is becoming increasingly more important to encourage, support and promote the mainstream adoption of mindful and ecologically viable consumption. Drawing on institutional theory and an interpretive investigation of a UK Channel 4 television documentary, namely Hugh Fearnley-Whittingstall’s Fish Fight, we explore a relatively widespread phenomenon, the celebrity campaign …” Read more >

Less is more: is a green demarketing strategy sustainable?
Catherine A. Armstrong Soule & Brandon J. Reich
“The research explores consumers’ perceptions of the business motivations behind a new type of sustainable business strategy – green demarketing. Green demarketing refers to a strategy whereby a brand encourages consumers to buy less at the category level through purchase of the company’s brand for the sake of the environment …” Read more >

Buyer social responsibility: a general concept and its implications for marketing management
Paul T.M. Ingenbleek, Matthew T.G. Meulenberg & Hans C.M. Van Trijp
“The inclusion of sustainability concerns in consumer decision-making poses new challenges to marketing. The existing literature contains a variety of concepts and definitions that pertain to social issues in consumption but lacks an overarching conceptualisation of buyer social responsibility (BSR) that identifies its basic features. This article proposes a general BSR concept as a problem-solving consumer-decision process …” Read more >

Exploring consumer responsibility for sustainable consumption
Michael Gerhard Luchs, Marcus Phipps & Tim Hill
“This article advances our understanding of sustainable consumption by focusing on the emerging concept of consumer responsibility for sustainable consumption (CRSC). Employing a recent scale of consumer’s ‘felt responsibility’ for sustainable consumption, we begin with the results of an empirical study intended to determine how CRSC relates to the established sustainable consumption attitude–behaviour gap …” Read more >

Advancing sustainable consumption in the UK and China: the mediating effect of pro-environmental self-identity
Janine Dermody, Stuart Hanmer-Lloyd, Nicole Koenig-Lewis & Anita Lifen Zhao
“In this paper, we respond to the call for more holistic and culturally diverse research to advance understanding of (non)sustainable consumption behaviour. Our conceptual model incorporates materialism, environmental concern, social consumption motivation, pro-environmental self-identity and sustainable consumption behaviours. This paper contributes to knowledge by examining the mediating role of pro-environmental self-identity to more fully explain consumers’ (non)sustainable consumption behaviour …” Read more >

Flying in the face of environmental concern: why green consumers continue to fly
Seonaidh McDonald, Caroline J. Oates, Maree Thyne, Andrew J. Timmis & Claire Carlile
“Some unsustainable consumer behaviours have proved extremely hard to change or even challenge. Despite the fact that flying can be more damaging than any other activity that an individual can undertake, many otherwise green consumers still choose to fly, offering an opportunity to elicit narratives about the differences between their attitudes and behaviours …” Read more >

Rev Billy vs. the Market: a sane man in a world of omnipotent fantasies
James Freund
“This paper presents a case study of anti-consumerism activist William Talen, aka Reverend Billy, who founded the Church of Stop Shopping. Rev Billy’s radical critique of the worship of markets and money complements his creation of a vibrant Earth-loving community. The case is reviewed in light of Nietzsche’s vision of ‘the madman in the marketplace’ …” Read more >

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