IDEAS home Printed from https://ideas.repec.org/a/eee/aumajo/v18y2010i3p195-197.html
   My bibliography  Save this article

Who do you think you are? An examination of how systems thinking can help social marketing support new identities and more sustainable living patterns

Author

Listed:
  • Conroy, Denise M.
  • Allen, Will

Abstract

In an effort to respond to the challenges faced by the environment and society, a plethora of social marketing campaigns have been launched to encourage the adoption of sustainable living patterns. We argue that the majority of these campaigns appeal to existing, self-interested or materialistic values that may lead to limited behaviour change. All too often these campaigns leave fundamental systematic environmental challenges unchanged, and may even undermine any considerations that people have around the change direction. We suggest that changing behaviour is ultimately about helping society and individuals reframing their identity. A systems theory approach, which acknowledges society as a complex adaptive system, is suggested as providing a useful framework for social marketing campaigns in supporting new identities and increasing sustained behavioural change.

Suggested Citation

  • Conroy, Denise M. & Allen, Will, 2010. "Who do you think you are? An examination of how systems thinking can help social marketing support new identities and more sustainable living patterns," Australasian marketing journal, Elsevier, vol. 18(3), pages 195-197.
    • Handle: RePEc:eee:aumajo:v:18:y:2010:i:3:p:195-197
    DOI: 10.1016/j.ausmj.2010.06.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441358210000388
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ausmj.2010.06.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Resnicow, K. & Page, S.E., 2008. "Embracing chaos and complexity: A quantum change for public health," American Journal of Public Health, American Public Health Association, vol. 98(8), pages 1382-1389.
    2. Peattie, Ken & Peattie, Sue, 2009. "Social marketing: A pathway to consumption reduction?," Journal of Business Research, Elsevier, vol. 62(2), pages 260-268, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Newton-Levinson, Anna & Higdon, Megan & Sales, Jessica & Gaydos, Laurie & Rochat, Roger, 2020. "Context matters: Using mixed methods timelines to provide an accessible and integrated visual for complex program evaluation data," Evaluation and Program Planning, Elsevier, vol. 80(C).
    2. Ingo Balderjahn & Dennis Appenfeller, 2023. "A Social Marketing Approach to Voluntary Simplicity: Communicating to Consume Less," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    3. Nepomuceno, Marcelo Vinhal & Laroche, Michel, 2015. "The impact of materialism and anti-consumption lifestyles on personal debt and account balances," Journal of Business Research, Elsevier, vol. 68(3), pages 654-664.
    4. Nieves García-de-Frutos & José Manuel Ortega-Egea & Javier Martínez-del-Río, 2018. "Anti-consumption for Environmental Sustainability: Conceptualization, Review, and Multilevel Research Directions," Journal of Business Ethics, Springer, vol. 148(2), pages 411-435, March.
    5. Hatice Doğan-Südaş & Ali Kara & Emre Karaca, 2023. "Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    6. Achabou, Mohamed Akli & Dekhili, Sihem, 2013. "Luxury and sustainable development: Is there a match?," Journal of Business Research, Elsevier, vol. 66(10), pages 1896-1903.
    7. El-Bassiouny, Noha, 2016. "Where is “Islamic marketing” heading?," Journal of Business Research, Elsevier, vol. 69(2), pages 569-578.
    8. Berry, Christopher & Douglas Hoffman, K., 2023. "Communicating intent: Effects of employer-controlled tipping strategy disclosures on tip amount and firm evaluations," Journal of Business Research, Elsevier, vol. 160(C).
    9. Kadri G Yilmaz & Sedat Belbag, 2016. "Prediction of Consumer Behavior Regarding Purchasing Remanufactured Products: A Logistics Regression Model," International Journal of Business and Social Research, LAR Center Press, vol. 6(2), pages 1-10, February.
    10. Ana Silva & Elisabete Sá & Joaquim Silva & José Carlos Pinho, 2021. "Dance Is for All: A Social Marketing Intervention with Children and Adolescents to Reduce Prejudice towards Boys Who Dance," IJERPH, MDPI, vol. 18(13), pages 1-15, June.
    11. Kirillova, Ksenia & Lehto, Xinran, 2015. "An existential conceptualization of the vacation cycle," Annals of Tourism Research, Elsevier, vol. 55(C), pages 110-123.
    12. Yang, Defeng & Lu, Yue & Zhu, Wenting & Su, Chenting, 2015. "Going green: How different advertising appeals impact green consumption behavior," Journal of Business Research, Elsevier, vol. 68(12), pages 2663-2675.
    13. Stewart Barr & Justin Pollard, 2017. "Geographies of Transition: Narrating environmental activism in an age of climate change and ‘Peak Oil’," Environment and Planning A, , vol. 49(1), pages 47-64, January.
    14. Andrew Joyce, 2024. "A Settings and Systems Approach to Promoting the Health and Wellbeing of People with an Intellectual Disability," IJERPH, MDPI, vol. 21(4), pages 1-10, March.
    15. Francisco Diez-Martin & Alicia Blanco-Gonzalez & Camilo Prado-Roman, 2019. "Research Challenges in Digital Marketing: Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-13, May.
    16. Navratil, Josef & Picha, Kamil & Martinat, Stanislav & Nathanail, Paul C. & Tureckova, Kamila & Holesinska, Andrea, 2018. "Resident’s preferences for urban brownfield revitalization: Insights from two Czech cities," Land Use Policy, Elsevier, vol. 76(C), pages 224-234.
    17. Goodarzi, Shadi & Masini, Andrea & Aflaki, Sam & Fahimnia, Behnam, 2021. "Right information at the right time: Reevaluating the attitude–behavior gap in environmental technology adoption," International Journal of Production Economics, Elsevier, vol. 242(C).
    18. Gordon, Ross & Dibb, Sally & Magee, Christopher & Cooper, Paul & Waitt, Gordon, 2018. "Empirically testing the concept of value-in-behavior and its relevance for social marketing," Journal of Business Research, Elsevier, vol. 82(C), pages 56-67.
    19. Menegaki, Angeliki N., 2012. "A social marketing mix for renewable energy in Europe based on consumer stated preference surveys," Renewable Energy, Elsevier, vol. 39(1), pages 30-39.
    20. Charles Jebarajakirthy & Paramaporn Thaichon & Achchuthan Sivapalan, 2017. "Promoting condom usage to male sex workers in Thailand: a development of a conceptual framework: social marketing perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 495-512, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:aumajo:v:18:y:2010:i:3:p:195-197. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/australasian-marketing-journal/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.