In April 2016 Manchester eScholar was replaced by the University of Manchester’s new Research Information Management System, Pure. In the autumn the University’s research outputs will be available to search and browse via a new Research Portal. Until then the University’s full publication record can be accessed via a temporary portal and the old eScholar content is available to search and browse via this archive.

Is it a Responsibility of Marketing to Encourage Moderation of Consumption?

Morgan, Zoe

[Thesis]. Manchester, UK: The University of Manchester; 2014.

Access to files

Abstract

There has been a steadily growing concern by governments, NGO‚Äôs and international agencies regarding the rising rate of consumption in industrialised countries. Despite warnings and evidence showing the relationship between rising consumption and climate change, and the uptake of initiatives and education at business and consumer levels, the trend towards consuming more and more continues unabated. Questions have been raised regarding the relationship between marketing and rising consumption. In line with this, the research will investigate the responsibility of marketing to encourage consumers to moderate their consumption behaviour. ¬†The research will address three broad objectives:¬∑¬†To identify whether marketing professionals feel responsible for encouraging consumers to moderate their consumption¬∑¬†To identify and explain the reasons why marketers would encourage moderation of consumption¬∑¬†To understand the construct ‚Äėmarketing responsibility to encourage moderation of consumption‚Äô and explain the influences upon the acceptance of responsibilityThe research adopted a mixed-methods design. Qualitative research methods were used to explore perceptions of responsibility and develop a typology of motivations to explain why marketers would encourage moderation. An online, quantitative survey (n=359) was conducted in the USA and UK in January 2011. The results evidenced an acceptance of responsibility which is suggestive of a changing role for the marketing discipline. The results found support for the typology of motivations which were developed during the qualitative phase of the research, in particular, highlighting the importance of ethical and cost-saving motivations. The level of environmentalism in the workplace, and in the private life of the marketer, was found to influence the acceptance of marketing responsibility to encourage moderation. Finally, the motivation to remain competitive was also associated with the acceptance of marketing responsibility. The acceptance of responsibility to encourage moderation of consumption highlights a changing role for marketing which could potentially signify far-reaching changes in practical terms, in the way marketing is taught, and in the public policy domain.

Bibliographic metadata

Type of resource:
Content type:
Form of thesis:
Type of submission:
Degree type:
Doctor of Philosophy
Degree programme:
PhD Business Administration
Publication date:
Location:
Manchester, UK
Total pages:
272
Abstract:
There has been a steadily growing concern by governments, NGO‚Äôs and international agencies regarding the rising rate of consumption in industrialised countries. Despite warnings and evidence showing the relationship between rising consumption and climate change, and the uptake of initiatives and education at business and consumer levels, the trend towards consuming more and more continues unabated. Questions have been raised regarding the relationship between marketing and rising consumption. In line with this, the research will investigate the responsibility of marketing to encourage consumers to moderate their consumption behaviour. ¬†The research will address three broad objectives:¬∑¬†To identify whether marketing professionals feel responsible for encouraging consumers to moderate their consumption¬∑¬†To identify and explain the reasons why marketers would encourage moderation of consumption¬∑¬†To understand the construct ‚Äėmarketing responsibility to encourage moderation of consumption‚Äô and explain the influences upon the acceptance of responsibilityThe research adopted a mixed-methods design. Qualitative research methods were used to explore perceptions of responsibility and develop a typology of motivations to explain why marketers would encourage moderation. An online, quantitative survey (n=359) was conducted in the USA and UK in January 2011. The results evidenced an acceptance of responsibility which is suggestive of a changing role for the marketing discipline. The results found support for the typology of motivations which were developed during the qualitative phase of the research, in particular, highlighting the importance of ethical and cost-saving motivations. The level of environmentalism in the workplace, and in the private life of the marketer, was found to influence the acceptance of marketing responsibility to encourage moderation. Finally, the motivation to remain competitive was also associated with the acceptance of marketing responsibility. The acceptance of responsibility to encourage moderation of consumption highlights a changing role for marketing which could potentially signify far-reaching changes in practical terms, in the way marketing is taught, and in the public policy domain.
Thesis main supervisor(s):
Thesis co-supervisor(s):
Language:
en

Institutional metadata

University researcher(s):

Record metadata

Manchester eScholar ID:
uk-ac-man-scw:239604
Created by:
Morgan, Zoe
Created:
12th November, 2014, 19:10:26
Last modified by:
Morgan, Zoe
Last modified:
9th January, 2019, 10:02:10

Can we help?

The library chat service will be available from 11am-3pm Monday to Friday (excluding Bank Holidays). You can also email your enquiry to us.