Global warming has recently been pinpointed as an urgent challenge
for environmental policy-makers and social marketers all over the
world. In much of the academic literature on the topic, problems
and solutions are conceptualized and framed in terms of individual
choice. Ecologically minded green consumers are expected to
function as a powerful market force, pushing society toward
sustainable development. This book problematizes such
individualistic ideas and sets out to rethink social marketing as a
scholarly project. It argues that the ways in which consumers and
consumption-related social problems are typically conceptualized
and framed in the literature are inadequate for developing
effective social marketing interventions because they fail to
account for the cultural dynamics of marketplace activity. Drawing
on constructivist epistemologies and poststructuralist social
theory, the book builds an alternative approach to the study of
green consumerism and consumers as targets of social marketing
interventions. Overall, the book seeks to provoke discussion and
debate on the topic among marketing scholars as well as
environmental policy-makers and social marketing practitioners.
General
| Imprint: |
VDM Verlag
|
| Country of origin: |
Germany |
| Release date: |
December 2008 |
| First published: |
December 2008 |
| Authors: |
Johanna Moisander
|
| Dimensions: |
229 x 152 x 14mm (L x W x T) |
| Format: |
Paperback - Trade
|
| Pages: |
272 |
| ISBN-13: |
978-3-639-10271-0 |
| Categories: |
Books >
Business & Economics >
Business & management >
General
|
| LSN: |
3-639-10271-1 |
| Barcode: |
9783639102710 |
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