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Social marketing: A pathway to consumption reduction?

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  • Peattie, Ken
  • Peattie, Sue

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.

Suggested Citation

  • Peattie, Ken & Peattie, Sue, 2009. "Social marketing: A pathway to consumption reduction?," Journal of Business Research, Elsevier, vol. 62(2), pages 260-268, February.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:260-268
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    References listed on IDEAS

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    1. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    2. Wackernagel, Mathis & Onisto, Larry & Bello, Patricia & Callejas Linares, Alejandro & Susana Lopez Falfan, Ina & Mendez Garcia, Jesus & Isabel Suarez Guerrero, Ana & Guadalupe Suarez Guerrero, Ma., 1999. "National natural capital accounting with the ecological footprint concept," Ecological Economics, Elsevier, vol. 29(3), pages 375-390, June.
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