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

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


Caroline Oates

Seonaidh McDonald

Panayiota Alevizou

Kumju Hwang

William Young

Leigh-Ann McMorland


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.


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:

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
Keywords Information sources; Sustainable technologies; Voluntary simplifiers
Public URL


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