Show simple item record

dc.contributor.authorMuratovski, G
dc.date.accessioned2013-12-09T00:13:03Z
dc.date.available2013-12-09T00:13:03Z
dc.date.copyright2013-07-01
dc.date.issued2013-12-09
dc.identifier.citationIn: Crocker, R., & Lehmann, S. (2013). Motivating Change: Sustainable Design and Behaviour in the Built Environment. Oxford, New York. Routledge.
dc.identifier.urihttp://hdl.handle.net/10292/6152
dc.description.abstractAs the world struggles to sustain mass consumption as a lifestyle of choice, the need for sustainable behaviour becomes increasingly evident. Even though there are already a number of technical and legislative solutions underway, we still need to work on changing our consumption habits. This calls for social marketing strategies that can lead to promotion and acceptance of sustainable behaviour on a global scale. The problem, however, is that social marketing for sustainability that dominates the media today is ineffective and even counterproductive. In this study, I will examine what drives consumerism, and argue that sustainable consumption could be promoted as an alternative lifestyle, based on the same strategies that have successfully established mass consumption as a way of life. Countering the claims made for traditional social marketing, I will suggest that appealing to people’s innermost desires in the same way commercial marketing does, is in fact a more effective means of behaviour change than the negative information campaigns that are prevalent today. This calls for a different type of social marketing—one based on positive appeals related to subjective wellbeing and self-fulfilment, and not on scare tactics and dull educational campaigns.
dc.publisherRoutledge
dc.relation.ispartofseriesEarthscan Series on Sustainable Design edited by Lehmann, S
dc.relation.urihttp://www.routledge.com/books/details/9780415829786/
dc.rightsThis is an Author's Original Manuscript of an article submitted for consideration in [see Citation] [copyright Routledge]; [see Citation] is available online at http://www.routledge.com/books/details/9780415829786/.
dc.subjectAdvertising
dc.subjectMarketing
dc.subjectPublic Relations
dc.subjectSustainability
dc.subjectBehaviour
dc.subjectChange
dc.titleAdvertising, Public Relations and Social Marketing: shaping behaviour towards sustainable consumption
dc.typeChapter in Book
dc.rights.accessrightsOpenAccess
aut.publication.placeOxford / New York, NY
aut.relation.chapternumber9
aut.relation.endpage197
aut.relation.startpage178
pubs.elements-id158965


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record