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Green consumption practices for sustainability: an exploration through social practice theory
Journal of Social Marketing ( IF 3.1 ) Pub Date : 2020-04-18 , DOI: 10.1108/jsocm-07-2019-0102
Amanda Beatson , Udo Gottlieb , Katrina Pleming

By applying social practice theory to green consumption, this paper extends our understanding of consumer insight on green consumption processes beyond linear decision-making. The purpose of this paper is to provide knowledge about how best to mitigate perceived barriers to green consumption processes including the purchase and disposal of household products and to contribute to current discourse about widening social marketing research beyond a predominant focus on individuals’ behaviours.,Thematic content analysis exploring the lived experiences of participants’ green consumption was undertaken by conducting 20 in-depth interviews of Australian consumers. These interviews were analysed through a social practice lens.,The research identified six emergent social practice themes of green consumption. By using social practice theory, a different paradigm of social research than the linear models of behaviour is used. This unconventional investigation into the green consumption process, including the purchase and disposal of household products, extends literature past the attitude–behaviour gap and highlights the importance of aligning green consumption processes with social practice.,By integrating social practice theory into the marketing discipline, this paper explores consumption as part of sustainable marketing and provides suggestions about how best to mitigate perceived barriers to green consumption processes. These insights have relevance to micro-, meso- and macro-levels of social marketing, and can help alter consumption practices making them more sustainable.

中文翻译:

绿色消费实践促进可持续发展:通过社会实践理论进行的探索

通过将社会实践理论应用于绿色消费,本文扩展了我们对消费者对绿色消费过程的洞察力的理解,而不仅仅是线性决策。本文的目的是提供有关如何最好地减轻对绿色消费过程(包括家用产品的购买和处置)的感知障碍的知识,并为当前关于扩大社会营销研究范围(主要侧重于个人行为)的论述做出贡献。通过对澳大利亚消费者进行20次深度访谈,进行了内容分析,探索了参与者绿色消费的真实经验。通过社会实践的角度对这些访谈进行了分析。研究确定了绿色消费的六个新兴社会实践主题。利用社会实践理论 社会研究的范式不同于行为的线性模型。对绿色消费过程(包括家用产品的购买和处置)的非常规调查使文献超越了态度-行为鸿沟,并突出了使绿色消费过程与社会实践保持一致的重要性。通过将社会实践理论整合到营销学科中,本文探讨了消费作为可持续营销的一部分,并提供了有关如何最好地减轻对绿色消费过程的感知障碍的建议。这些见解与社会营销的微观,中观和宏观水平相关,可以帮助改变消费习惯,使其更具可持续性。对绿色消费过程(包括家用产品的购买和处置)的非常规调查使文献超越了态度-行为鸿沟,并突出了使绿色消费过程与社会实践保持一致的重要性。通过将社会实践理论整合到营销学科中,本文探讨了消费作为可持续营销的一部分,并提供了有关如何最好地减轻对绿色消费过程的感知障碍的建议。这些见解与社会营销的微观,中观和宏观水平相关,可以帮助改变消费习惯,使其更具可持续性。对绿色消费过程(包括家用产品的购买和处置)的非常规调查使文献超越了态度-行为鸿沟,并突出了使绿色消费过程与社会实践保持一致的重要性。通过将社会实践理论整合到营销学科中,本文探讨了消费作为可持续营销的一部分,并提供了有关如何最好地减轻对绿色消费过程的感知障碍的建议。这些见解与社会营销的微观,中观和宏观水平相关,可以帮助改变消费习惯,使其更具可持续性。将文献超越了态度-行为鸿沟,并突出了使绿色消费过程与社会实践保持一致的重要性。绿色消费过程的障碍。这些见解与社会营销的微观,中观和宏观水平相关,可以帮助改变消费习惯,使其更具可持续性。将文献超越了态度-行为鸿沟,并突出了使绿色消费过程与社会实践保持一致的重要性。绿色消费过程的障碍。这些见解与社会营销的微观,中观和宏观水平相关,可以帮助改变消费习惯,使其更具可持续性。
更新日期:2020-04-18
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