Davies, Iain A, Oates, Caroline, Tynan, C et al. (11 more authors) (2020) Seeking Sustainable Futures in marketing and consumer research. European Journal of Marketing. pp. 2911-2939. ISSN 0309-0566
Abstract
Abstract Purpose Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact in sustainability, yet it is limited by relying on cognitive behavioural theories rooted in the 1970s, which have proved to have little bearing on actual behaviour. This paper interrogates why marketing is failing to address the challenge of sustainability, and identifies alternative approaches. Design/methodology The constraint in theoretical development contextualises the problem, followed by a focus on four key themes to promote theory development: developing sustainable people; models of alternative consumption; building towards sustainable marketplaces; and theoretical domains for the future. These themes were developed and refined during the 2018 Academy of Marketing workshop on seeking sustainable futures. MacInnis’s (2011) framework for conceptual contributions in marketing provides the narrative thread and structure. Findings The current state of play is explicated, combining the four themes and MacInnis’s framework to identify the failures and gaps in extant approaches to the field. Research Implications This paper sets a new research agenda for the marketing discipline in our quest for sustainable futures in marketing and consumer research. Practical Implications Approaches are proposed which will allow the transformation of the dominant socio-economic systems towards a model capable of promoting a sustainable future.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details. |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 19 Oct 2020 15:50 |
Last Modified: | 22 Feb 2025 00:06 |
Published Version: | https://doi.org/10.1108/EJM-02-2019-0144 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1108/EJM-02-2019-0144 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:166883 |
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