More Than One Way to Float Your Boat: Product Use and Sustainability Impacts

Martin, D, Harju, A, Salminen, E and Koroschetz, B 2019, 'More Than One Way to Float Your Boat: Product Use and Sustainability Impacts', Journal of Macromarketing, vol. 39, no. 1, pp. 71-87.


Document type: Journal Article
Collection: Journal Articles

Title More Than One Way to Float Your Boat: Product Use and Sustainability Impacts
Author(s) Martin, D
Harju, A
Salminen, E
Koroschetz, B
Year 2019
Journal name Journal of Macromarketing
Volume number 39
Issue number 1
Start page 71
End page 87
Total pages 17
Publisher Sage Publications
Abstract Concern for sustainability crosses multiple areas of scholarly inquiry. At the macro level, sustainability research has focused primarily on institutional actors and systemic change efforts. At the consumer level, sustainability research has focused primarily on consumer product choice and post-use disposal. Employing a practice theory lens, this study examines how consumer practices during product use results in a wide variance in overall environmental sustainability impacts. Emerging practice configurations illustrate the ways rules as meaning, at both the macro level institutional regulations and micro level of cultural expectations shape consumer options. Practice configurations also illuminate the ways material marketplace resources, both stagnated products and innovations, provide opportunity for variance. Finally, the competence element of practice varies between a traditional consumer culture ethos and new practices vis-a-vis consumer resourcefulness. This study provides a contribution to the link between macromarketing and consumer culture theory in the centrality of enforcement of both governmental level regulations and consumer best practices for improved environmental sustainability.
Subject Marketing Theory
Keyword(s) consumer culture theory
marine anti-fouling
practice theory
product use
sustainability
DOI - identifier 10.1177/0276146718817600
Copyright notice © The Author(s) 2019.
ISSN 0276-1467
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Created: Mon, 29 Apr 2019, 13:04:00 EST by Catalyst Administrator
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