Marketing sustainability: use of information sources and degrees of voluntary simplicity.

Oates, Caroline; McDonald, Seonaidh; Alevizou, Panayiota; Hwang, Kumju; Young, William; McMorland, Leigh-Ann

Abstract

The concept of voluntary simplicity (VS) is taken as a starting point to investigate consumers' use of information sources when making purchases of sustainable technological products and services. Differences in information seeking and sources consulted and trusted are investigated with a view to increasing the uptake of sustainable domestic technologies such as energy efficient fridges and washing machines over more grey alternatives. Clear patterns both in sources used and the information seeking process were found between different groups of consumers and priorities for purchase were also identified. The results suggest different strategies for marketing sustainable technologies to these different consumer groups.

Citation

OATES, C., MCDONALD, S., ALEVIZOU, P., HWANG, K., YOUNG, W. and MCMORLAND, L-A. 2008. Marketing sustainability: use of information sources and degrees of voluntary simplicity. Journal of marketing communications [online], 14(5), pages 351-365. Available from: https://doi.org/10.1080/13527260701869148

• Journal Article Type: Article
• Acceptance Date: Oct 31, 2008
• Online Publication Date: Oct 31, 2008
• Publication Date: Dec 31, 2008
• Deposit Date: Sep 4, 2014
• Publicly Available Date: Sep 4, 2014
• Journal: Journal of marketing communications
• Print ISSN: 1352-7266
• Electronic ISSN: 1466-4445
• Publisher: Taylor and Francis
• Peer Reviewed: Peer Reviewed
• Volume: 14
• Issue: 5
• Pages: 351-365
• DOI: https://doi.org/10.1080/13527260701869148
• Keywords: Information sources; Sustainable technologies; Voluntary simplifiers
• Public URL: http://hdl.handle.net/10059/1046