Sustainable Consumption: Opportunities for Consumer Research and Public Policy

Journal of Public Policy & Marketing, Vol. 30, No. 1, pp. 31-38, 2011

Posted: 2 Aug 2011

See all articles by Andrea Prothero

Andrea Prothero

University College Dublin (UCD)

Susan Dobscha

Bentley University

Jim Freund

Lancaster University - Department of Marketing

William E. Kilbourne

Clemson University

Michael Luchs

William & Mary

Lucie K. Ozanne

University of Canterbury

John Thoegersen

Aarhus University - Department of Marketing and Statistics

Date Written: 2011

Abstract

This essay explores sustainable consumption and considers possible roles for marketing and consumer researchers and public policy makers in addressing the many sustainability challenges that pervade the planet. Future research approaches to this interdisciplinary topic must be comprehensive and systematic and would benefit from a variety of different perspectives. There are several opportunities for further research; the authors explore three areas in detail. First, they consider the inconsistency between the attitudes and behaviors of consumers with respect to sustainability. Second, they broaden the agenda to explore the role of individual citizens in society. Third, they propose a macroinstitutional approach to fostering sustainability. For each of these separate, but interrelated, opportunities, the authors examine the area in detail and consider possible research avenues and public policy initiatives.

Keywords: sustainability, sustainable consumption, consumer attitudes, consumer behaviors, consumer–citizen, macroinstitutional forces

Suggested Citation

Prothero, Andrea and Dobscha, Susan and Freund, Jim and Kilbourne, William E. and Luchs, Michael and Ozanne, Lucie K. and Thoegersen, John, Sustainable Consumption: Opportunities for Consumer Research and Public Policy (2011). Journal of Public Policy & Marketing, Vol. 30, No. 1, pp. 31-38, 2011 , Available at SSRN: https://ssrn.com/abstract=1894685

Andrea Prothero (Contact Author)

University College Dublin (UCD) ( email )

Belfield
Belfield, Dublin 4 4
Ireland

Susan Dobscha

Bentley University ( email )

175 Forest Street
Waltham, MA 02145
United States

Jim Freund

Lancaster University - Department of Marketing ( email )

Lancaster LA1 4YX
United Kingdom

William E. Kilbourne

Clemson University ( email )

101 Sikes Ave
Clemson, SC 29634
United States

Michael Luchs

William & Mary ( email )

P.O. Box 8795
Williamsburg, VA 23187-8795
United States

HOME PAGE: http://mason.wm.edu/faculty/directory/marketing/luchs_m.php

Lucie K. Ozanne

University of Canterbury ( email )

Ilam Road
Christchurch 8140
New Zealand

John Thoegersen

Aarhus University - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

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