Pub Date : 2023-12-20DOI: 10.1177/02761467231221714
S. Jagadale
This paper delves into the operations of Paryavaran Mitra (Friends of the Environment), a social enterprise based in India. It encourages a critical examination of the notions of justice and fairness within the context of a market dominated by exploitation in a Solid Waste Management setting. We encourage readers to adopt the macromarketing perspective to appreciate the settings and factors that shape the business practices and outcomes. Paryavaran Mitra (hereafter, PM) and its interventions are lauded as path-breaking initiatives, providing a perfect engagement model with disenfranchised populations. However, limitations of this model become apparent by the mere size of the rag-picking community in India (30000 in Ahmedabad alone). Now, a founder managing director of PM, Ajit, finds himself in a dilemma. The pivotal challenge is optimizing engagement with a greater number of rag-picking women and ensuring equitable and just outcomes for them. The paper study also attempts to exemplify how the ethical marketing model of the Integrative Justice Model (IJM) can be operationalized by adapting Constructive Engagement (CE) as a macromarketing mindset. PM has adopted these principles to guide its business practices while engaging constructively with rag-picking women. Readers are encouraged to deconstruct the setting and PM's interventions to better understand how ethical marketing principles result in desired outcomes of fairness and justice rooted in dignity within such marketplaces.
{"title":"Unleashing the True Potential of a Social Enterprise: Constructive Engagement and Integrative Justice Model in the Indian Subsistence Context-Future Direction?","authors":"S. Jagadale","doi":"10.1177/02761467231221714","DOIUrl":"https://doi.org/10.1177/02761467231221714","url":null,"abstract":"This paper delves into the operations of Paryavaran Mitra (Friends of the Environment), a social enterprise based in India. It encourages a critical examination of the notions of justice and fairness within the context of a market dominated by exploitation in a Solid Waste Management setting. We encourage readers to adopt the macromarketing perspective to appreciate the settings and factors that shape the business practices and outcomes. Paryavaran Mitra (hereafter, PM) and its interventions are lauded as path-breaking initiatives, providing a perfect engagement model with disenfranchised populations. However, limitations of this model become apparent by the mere size of the rag-picking community in India (30000 in Ahmedabad alone). Now, a founder managing director of PM, Ajit, finds himself in a dilemma. The pivotal challenge is optimizing engagement with a greater number of rag-picking women and ensuring equitable and just outcomes for them. The paper study also attempts to exemplify how the ethical marketing model of the Integrative Justice Model (IJM) can be operationalized by adapting Constructive Engagement (CE) as a macromarketing mindset. PM has adopted these principles to guide its business practices while engaging constructively with rag-picking women. Readers are encouraged to deconstruct the setting and PM's interventions to better understand how ethical marketing principles result in desired outcomes of fairness and justice rooted in dignity within such marketplaces.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"25 9","pages":""},"PeriodicalIF":3.1,"publicationDate":"2023-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138954854","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-19DOI: 10.1177/02761467231222538
L. R. Rodríguez-Reyes, Mara Alejandra Cortés Lara
One way in which governments foster sustainable homebuilding and housing is by subsidizing single homes’ investment in sustainability technologies. The problem with these programs is that they incentivize inefficient investment by supporting technologies that make technical and economic sense on a small scale. Furthermore, this arrangement constitutes a flawed marketing system, producing a limited impact on global well-being and sustainability in the long term, as it rules out more efficient sustainability technologies. This paper addresses these shortcomings by designing a public policy proposal based on a contract between the government and homeowners that incentivizes the adoption of collective sustainable technologies, changing the marketing system with a shift in the behavior of a dominant actor, the government. Results indicate that an equilibrium in which the homeowners choose to participate in the new collective program in exchange for a subsidy is feasible and stable. Moreover, the generalization of the proposed program may generate a new way to incentivize the more efficient use of sustainable home technologies in the long run.
{"title":"Collective Housing Subsidies: A Public Policy Proposal for Sustainability","authors":"L. R. Rodríguez-Reyes, Mara Alejandra Cortés Lara","doi":"10.1177/02761467231222538","DOIUrl":"https://doi.org/10.1177/02761467231222538","url":null,"abstract":"One way in which governments foster sustainable homebuilding and housing is by subsidizing single homes’ investment in sustainability technologies. The problem with these programs is that they incentivize inefficient investment by supporting technologies that make technical and economic sense on a small scale. Furthermore, this arrangement constitutes a flawed marketing system, producing a limited impact on global well-being and sustainability in the long term, as it rules out more efficient sustainability technologies. This paper addresses these shortcomings by designing a public policy proposal based on a contract between the government and homeowners that incentivizes the adoption of collective sustainable technologies, changing the marketing system with a shift in the behavior of a dominant actor, the government. Results indicate that an equilibrium in which the homeowners choose to participate in the new collective program in exchange for a subsidy is feasible and stable. Moreover, the generalization of the proposed program may generate a new way to incentivize the more efficient use of sustainable home technologies in the long run.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":" 91","pages":""},"PeriodicalIF":3.1,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138961121","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-12DOI: 10.1177/02761467231220377
Terrence H. Witkowski
This special issue consists of three articles that examine, in turn, the advertising portrayals of women in recent issues of Guns & Ammo magazine, the morality of firearms as discussed by the creators and consumers of Brazilian social media, and the appropriation of Native American characters and language by major U.S. gun companies.
{"title":"Firearms Markets, Marketing, and Society","authors":"Terrence H. Witkowski","doi":"10.1177/02761467231220377","DOIUrl":"https://doi.org/10.1177/02761467231220377","url":null,"abstract":"This special issue consists of three articles that examine, in turn, the advertising portrayals of women in recent issues of Guns & Ammo magazine, the morality of firearms as discussed by the creators and consumers of Brazilian social media, and the appropriation of Native American characters and language by major U.S. gun companies.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"20 12","pages":""},"PeriodicalIF":3.1,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139007271","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-13DOI: 10.1177/02761467231211302
Sabrina V. Helm, Vicki J. Little, Catherine Frethey-Bentham
The threat of rapid and unpredictable climate change means we must urgently transition human lifestyles into a restoration economy, with a focus on restorative development instead of new development or conservation of old modes. To support that project, marketing educators must rethink their discipline and their responsibilities, challenging legacy marketing teaching and ‘business as usual’. To assess current practice, a global survey of 200 marketing faculty identified three clusters by climate consciousness: Engaged, Conflicted, and Traditionalist. Analysis of open-ended comments identified three themes: Felt need for change, Barriers to change, and Action to take. Building on these findings, we identify anti- and pro-restoration mechanisms in our disciplinary practice at societal, university, and individual level. We present those mechanisms in a new framework highlighting the discourses that reinforce and challenge engagement and agnosis. Agnosis is a socio-cultural and psychological phenomenon underlying the current collective failure to engage with climate change. We challenge colleagues to confront agnosis and offer individual, disciplinary, and institutional actions that support transition to net-zero carbon marketing logic.
{"title":"“No Marketing on a Dead Planet”: Rethinking Marketing Education to Support a Restoration Economy","authors":"Sabrina V. Helm, Vicki J. Little, Catherine Frethey-Bentham","doi":"10.1177/02761467231211302","DOIUrl":"https://doi.org/10.1177/02761467231211302","url":null,"abstract":"The threat of rapid and unpredictable climate change means we must urgently transition human lifestyles into a restoration economy, with a focus on restorative development instead of new development or conservation of old modes. To support that project, marketing educators must rethink their discipline and their responsibilities, challenging legacy marketing teaching and ‘business as usual’. To assess current practice, a global survey of 200 marketing faculty identified three clusters by climate consciousness: Engaged, Conflicted, and Traditionalist. Analysis of open-ended comments identified three themes: Felt need for change, Barriers to change, and Action to take. Building on these findings, we identify anti- and pro-restoration mechanisms in our disciplinary practice at societal, university, and individual level. We present those mechanisms in a new framework highlighting the discourses that reinforce and challenge engagement and agnosis. Agnosis is a socio-cultural and psychological phenomenon underlying the current collective failure to engage with climate change. We challenge colleagues to confront agnosis and offer individual, disciplinary, and institutional actions that support transition to net-zero carbon marketing logic.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"130 52","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136352222","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-07DOI: 10.1177/02761467231210590
Kelley Cours Anderson, Louis J. Zmich, Breanne A. Mertz, Ashley Hass
Social media wellness is an emerging topic due to the numerous adverse effects of social media (SM) usage, yet it is an uncommon topic in marketing curricula and research. This paper introduces this novel topic as an opportunity to extend macromarketing curricula. Following a class survey and activity, an analysis of 187 respondents indicates that the majority of students feel that too much SM consumption may impact their time management, course success, and well-being. Many students note they consume more SM than desired, and they overwhelmingly agree that this topic should be included in marketing curricula and that marketers should consider consumers’ SM wellness. These findings highlight the importance of the SM wellness topic integration into course materials to enhance students’ awareness and behavior with SM, with an opportunity to enhance systems-thinking. We close with recommended resources and activities where students take an active role to reflect, critically evaluate, and ideate on how this impacts consumers and marketers.
{"title":"Are Your Students Aware of Social Media Wellness? A Necessary Macromarketing Curriculum Extension","authors":"Kelley Cours Anderson, Louis J. Zmich, Breanne A. Mertz, Ashley Hass","doi":"10.1177/02761467231210590","DOIUrl":"https://doi.org/10.1177/02761467231210590","url":null,"abstract":"Social media wellness is an emerging topic due to the numerous adverse effects of social media (SM) usage, yet it is an uncommon topic in marketing curricula and research. This paper introduces this novel topic as an opportunity to extend macromarketing curricula. Following a class survey and activity, an analysis of 187 respondents indicates that the majority of students feel that too much SM consumption may impact their time management, course success, and well-being. Many students note they consume more SM than desired, and they overwhelmingly agree that this topic should be included in marketing curricula and that marketers should consider consumers’ SM wellness. These findings highlight the importance of the SM wellness topic integration into course materials to enhance students’ awareness and behavior with SM, with an opportunity to enhance systems-thinking. We close with recommended resources and activities where students take an active role to reflect, critically evaluate, and ideate on how this impacts consumers and marketers.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"81 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135540111","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-02DOI: 10.1177/02761467231203051
{"title":"Ad Hoc Reviewers","authors":"","doi":"10.1177/02761467231203051","DOIUrl":"https://doi.org/10.1177/02761467231203051","url":null,"abstract":"","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135973109","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-31DOI: 10.1177/02761467231209896
Thaíssa Velloso Castelo Branco, Solange Alfinito
Despite the aging population, studies on the subject are scarce, notably focusing on the impotence experienced by older adults when purchasing food products. This research aims to analyze the vulnerability of older people during their food purchases. Amid the COVID-19 pandemic, we conducted 17 telephone semi-structured interviews with people aged 60 or over, food buyers in person, identified as independent. The content analysis using the software IRAMUTEQ showed problematic packaging and labels; predisposition to repeat previous choices due to the wide variety of foods; excessive portions incompatible with the social changes experienced by older adults; reduction of commensality; physical elements of the supermarket excluding older adults; and the COVID-19 pandemic as an impediment to maximizing well-being due to changes in habits and alternative shopping modalities needs. As a contribution, we propose an empirical vulnerability model that considers the particularities of older people for the food market and other markets.
{"title":"Vulnerability of Older Adults in the Context of Food Purchase","authors":"Thaíssa Velloso Castelo Branco, Solange Alfinito","doi":"10.1177/02761467231209896","DOIUrl":"https://doi.org/10.1177/02761467231209896","url":null,"abstract":"Despite the aging population, studies on the subject are scarce, notably focusing on the impotence experienced by older adults when purchasing food products. This research aims to analyze the vulnerability of older people during their food purchases. Amid the COVID-19 pandemic, we conducted 17 telephone semi-structured interviews with people aged 60 or over, food buyers in person, identified as independent. The content analysis using the software IRAMUTEQ showed problematic packaging and labels; predisposition to repeat previous choices due to the wide variety of foods; excessive portions incompatible with the social changes experienced by older adults; reduction of commensality; physical elements of the supermarket excluding older adults; and the COVID-19 pandemic as an impediment to maximizing well-being due to changes in habits and alternative shopping modalities needs. As a contribution, we propose an empirical vulnerability model that considers the particularities of older people for the food market and other markets.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"209 ","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135929238","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-12DOI: 10.1177/02761467231204866
Benjamin Rosenthal, Massimo Airoldi
Moral disputes regarding consumption issues are increasingly mediated by social media platforms. Nevertheless, there is a lack of research explaining how social media platforms shape consumer morality. Thus, this article combines large-scale quantitative text analysis with qualitative methods to explain the construction of moral discourses concerning guns on YouTube and Twitter among Brazilian users. We contribute to theory on consumer morality by proposing the Process of Morality Formation on Social Media Platforms, which explains how moral discourses are fueled by social actors displaying and commenting about news pieces and political events; how the expressive and connective affordances of social media platforms mediate the dynamics of moral discourses; and how social actors differently appropriate content, frame and justify their public positions by adopting different “worlds of justification” (Boltanski and Thévenot 2006). The implications of this work for marketing and society are discussed, and government and corporate initiatives are suggested.
{"title":"Consumer Morality Formation on Social Media Platforms: The Case of Guns in Brazil","authors":"Benjamin Rosenthal, Massimo Airoldi","doi":"10.1177/02761467231204866","DOIUrl":"https://doi.org/10.1177/02761467231204866","url":null,"abstract":"Moral disputes regarding consumption issues are increasingly mediated by social media platforms. Nevertheless, there is a lack of research explaining how social media platforms shape consumer morality. Thus, this article combines large-scale quantitative text analysis with qualitative methods to explain the construction of moral discourses concerning guns on YouTube and Twitter among Brazilian users. We contribute to theory on consumer morality by proposing the Process of Morality Formation on Social Media Platforms, which explains how moral discourses are fueled by social actors displaying and commenting about news pieces and political events; how the expressive and connective affordances of social media platforms mediate the dynamics of moral discourses; and how social actors differently appropriate content, frame and justify their public positions by adopting different “worlds of justification” (Boltanski and Thévenot 2006). The implications of this work for marketing and society are discussed, and government and corporate initiatives are suggested.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136014573","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-09DOI: 10.1177/02761467231205448
Ingo Balderjahn, Stefan Hoffmann
Consume-less appeals in social marketing can help reduce the lavish consumption in wealthy countries, which poses a major threat to the climate. This study experimentally examines the effectiveness of three different types of consume-less appeals (informative, social normative, and emotional appeals) on participants’ actual spending levels during a real shopping trip compared to a control group (no appeal). In addition, the study tests whether these appeals evoke negative rebounds (in terms of post-purchase climate donation) or positive rebounds (in terms of accepting post-purchase material giveaways). A field experiment in a grocery store in Germany with 170 participants shows that social normative and the emotional appeals reduce actual shopping spending. Informative and social normative appeals increase donations, and emotional appeals reduce the items of taken giveaways. The findings further support certain indirect impacts of the consume-less appeals on rebounds in terms of spending levels.
{"title":"The Effectiveness of Consume-less Appeals in Social Marketing","authors":"Ingo Balderjahn, Stefan Hoffmann","doi":"10.1177/02761467231205448","DOIUrl":"https://doi.org/10.1177/02761467231205448","url":null,"abstract":"Consume-less appeals in social marketing can help reduce the lavish consumption in wealthy countries, which poses a major threat to the climate. This study experimentally examines the effectiveness of three different types of consume-less appeals (informative, social normative, and emotional appeals) on participants’ actual spending levels during a real shopping trip compared to a control group (no appeal). In addition, the study tests whether these appeals evoke negative rebounds (in terms of post-purchase climate donation) or positive rebounds (in terms of accepting post-purchase material giveaways). A field experiment in a grocery store in Germany with 170 participants shows that social normative and the emotional appeals reduce actual shopping spending. Informative and social normative appeals increase donations, and emotional appeals reduce the items of taken giveaways. The findings further support certain indirect impacts of the consume-less appeals on rebounds in terms of spending levels.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"294 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135146290","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-08DOI: 10.1177/02761467231206983
Terrence H. Witkowski
{"title":"Book Review: <i>Capitalism and the Senses</i> by Regina Lee Blaszczyk and David Suisman","authors":"Terrence H. Witkowski","doi":"10.1177/02761467231206983","DOIUrl":"https://doi.org/10.1177/02761467231206983","url":null,"abstract":"","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135198286","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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