Addressing Sustainability and Consumption

Journal of Macromarketing, Vol. 25, No. 1, pp. 76-92, 2005

Posted: 16 Sep 2010

See all articles by Anja Schaefer

Anja Schaefer

affiliation not provided to SSRN

Andrew Crane

University of Bath - School of Management

Date Written: June 2005

Abstract

This article examines issues of sustainability in relation to consumption. The authors first discuss the notion of sustainable consumption and the link between individual consumer behavior and the macroconcerns of understanding and influencing aggregate consumption levels. The authors then reflect on the differing perspectives on whether consumption patterns are in need of adjustment. In the main part of the article, the authors then explore the issue of sustainable consumption through the lens of two broadly differing conceptualizations of consumption itself, discussing four main questions for each of these conceptualizations: (1) How is this view of consumption linked to prevalent current understandings of sustainable consumption? (2) How would sustainability be achieved following this perspective on consumption? (3) To whom would this view of sustainable consumption appeal or not appeal? and (4) What would the roles and responsibilities of different social actors be in achieving sustainability following this view of consumption?

Keywords: unsustainability, consumption, marketing, roles

Suggested Citation

Schaefer, Anja and Crane, Andrew, Addressing Sustainability and Consumption (June 2005). Journal of Macromarketing, Vol. 25, No. 1, pp. 76-92, 2005. Available at SSRN: https://ssrn.com/abstract=1677001

Anja Schaefer

affiliation not provided to SSRN

Andrew Crane (Contact Author)

University of Bath - School of Management ( email )

Claverton Down
Bath, BA2 7AY
United Kingdom

HOME PAGE: http://www.bath.ac.uk/management/faculty/andrew-crane.html

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