Encouraging consumer curtailment behaviour and eco-innovation adoption: Detailing the marketing challenge
2011 (English)In: Readings and Cases in Sustainable Marketing: A Strategic Approach to Social Responsibility / [ed] Clare D'Souza, Mehdi Taghian, Michael Jay Polonsky, Tilde University Press , 2011, 1, 257-272 p.Chapter in book (Refereed)
Chapter 7: Much research on consumer environmentally significant behaviours has focused on behaviours that reduce environmental harm, such as saving energy and water. Although determinants of curtailment behaviours are important to understand, for environmental reasons it is also vital to understand the factors that drive or hinder consumers to adopt innovations that are less harmful for the environment, i.e. eco-innovations. In this chapter we discuss two types of consumer behaviours as part of the solution to environmental sustainability issues and detail the marketing challenge in encouraging consumers to adopt such behaviours. We arrive at the marketing challenge matrix where determinants of adoption and non-adoption of curtailment behaviours and eco-innovations is illustrated. The matrix proposes different ways to encourage wider adoption of these behaviours. Since drivers are both similar and different for curtailment behaviours and eco-innovation adoption, but the overall goal is similar, an understanding of these factors and how to handle them in marketing efforts will contribute in the ongoing attempts at achieving environmental sustainability.
Place, publisher, year, edition, pages
Tilde University Press , 2011, 1. 257-272 p.
Research subject Business Studies; Psychology
IdentifiersURN: urn:nbn:se:umu:diva-47824DOI: http://libris.kb.se/bib/13511701ISBN: 978-0-7346-1085-0OAI: oai:DiVA.org:umu-47824DiVA: diva2:444727