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Understanding and Raising Consumers’ Normative Motivation for Sustainable Consumption

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Socially Responsible Consumption and Marketing in Practice

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Abstract

Many practitioners in marketing and policy are concerned with the means by which to encourage consumers to adopt more sustainable consumption patterns and lifestyles. Frequently utilized approaches emphasize personal benefits (e.g., healthier, more energy efficient) that are accompanied by green consumption alternatives. However, many sustainable products and services cannot provide added personal value to their nongreen counterparts, thereby leaving companies and policy with the question of how to encourage sustainable consumption in these domains. To this end, the current chapter aims to illuminate major research strands and empirical results that provide insights into the basic approaches of a normatively shaped motivation for sustainable consumption. Based on these approaches, the present chapter outlines potential means and activities that illustrate how these approaches might be implemented in marketing strategies. These illustrations are deemed to serve as starting points for further developments and adaptive extensions to the specific contexts that practitioners cope with.

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Authors and Affiliations

  1. University of Kassel, Mönchebergstraße 1, 34109, Kassel, Germany

    Sven Kilian, Ann-Catrin Pristl & Andreas Mann

Authors
  1. Sven Kilian
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  2. Ann-Catrin Pristl
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  3. Andreas Mann
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Corresponding author

Correspondence to Sven Kilian .

Editor information

Editors and Affiliations

  1. Nottingham University Business School, University of Nottingham Ningbo China, Ningbo, China

    Jishnu Bhattacharyya

  2. Marketing, University of Nottingham Ningbo China, Ningbo, Zhejiang, China

    M. S. Balaji

  3. Nottingham University Business School, University of Nottingham Ningbo China, Ningbo, China

    Yangyang Jiang

  4. Adam Smith Business School, University of Glasgow, Glasgow, UK

    Jaylan Azer

  5. Swinburne Business School, Swinburne University of Technology, Craigieburn, VIC, Australia

    Chandana R. Hewege

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Kilian, S., Pristl, AC., Mann, A. (2022). Understanding and Raising Consumers’ Normative Motivation for Sustainable Consumption. In: Bhattacharyya, J., Balaji, M.S., Jiang, Y., Azer, J., Hewege, C.R. (eds) Socially Responsible Consumption and Marketing in Practice. Springer, Singapore. https://doi.org/10.1007/978-981-16-6433-5_3

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