Social marketing: A pathway to consumption reduction? |
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Authors: | Ken Peattie Sue Peattie |
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Institution: | a BRASS Research Centre, Cardiff University, 55 Park Place, Cardiff CF10 3AT, UK b Department of Marketing, Cardiff Business School, Aberconway Building, Colum Drive, Cardiff CF10 3EU, UK |
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Abstract: | 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. |
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Keywords: | Consumption reduction Sustainability Social marketing |
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