Journal of Macromarketing
0276-1467
1552-6534
Mỹ
Cơ quản chủ quản: SAGE Publications Inc.
Lĩnh vực:
Marketing
Phân tích ảnh hưởng
Thông tin về tạp chí
The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
Các bài báo tiêu biểu
Understanding the Attitude-Behavior Gap for Renewable Energy Systems Using Behavioral Reasoning Theory Consumer adoption of renewable energies is an important step towards less carbon-intensive and more sustainable energy systems. But despite growing ecological awareness and articulated preferences for green products, renewable energies face slow rates of diffusion in consumer markets. This has been hard to explain given consumers’ favorability to the concept of products that lower one’s impact on the natural environment. This study uses data from 254 homeowners in Ireland to investigate the psychological process of adopting a renewable energy system – solar energy panels. Applying Behavioral Reasoning Theory (BRT), this research examines a proposed model in which reasons both for and against adopting solar panels mediate the relationship between consumers’ attitudes, values and adoption intentions. Results suggest the model is generally supported with both reasons for adoption and reasons against adoption having countervailing influences in the psychological processing of adoption intentions. These findings suggest that researchers and marketers should include mediating constructs, such as (i) reasons for adoption, (ii) reasons against adoption, and (iii) attitudes toward a technology when attempting to explain how consumers think about the adoption of renewable energy systems.
Tập 33 Số 4 - Trang 273-287 - 2013