Journal of Macromarketing
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Transforming Cultures: From Consumerism to Sustainability
Journal of Macromarketing - Tập 30 Số 2 - Trang 186-191 - 2010
Understanding the Attitude-Behavior Gap for Renewable Energy Systems Using Behavioral Reasoning Theory
Journal of Macromarketing - Tập 33 Số 4 - Trang 273-287 - 2013
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 Wisdom of Consumer Crowds
Journal of Macromarketing - Tập 28 Số 4 - Trang 339-354 - 2008
Past theories of consumer innovation and creativity were devised before the
emergence of the profound collaborative possibilities of technology. With the
diffusion of networking technologies, collective consumer innovation is taking
on new forms that are transforming the nature of consumption and work and, with
it, society and marketing. We theorize, examine, dimensionalize, and organize
these for...
Fine-Tuning the Fight Against Food Waste
Journal of Macromarketing - Tập 38 Số 2 - Trang 168-184 - 2018
The complex causes of consumer food waste make it difficult for commercial
actors and public policy makers to develop successful foodwaste reduction
campaigns. One of the essential problems is that consumer food waste seems to be
the unplanned result of divergent food-related behaviors. The current research
investigates the relationship between distinctive consumer food-related
lifestyle patterns ...
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