One of the core objectives of marketing as a function is to encourage consumers to buy more and consume more. In a world grappling with overflowing landfills, pollution, and climate change, how can marketing instead persuade people to consume more responsibly, and maybe even less?
Our second Better Marketing for a Better World proseminar – led by Gita Johar, Columbia Business School and Shilpa Madan, Virginia Polytechnic Institute and State University – seeks to accomplish two key objectives. First, in conversation with leading scholars, we hope to inspire researchers to conduct rigorous and relevant research that facilitates responsible consumption. Second, we aspire to encourage more research on responsible consumption by developing skills to generate and sharpen such ideas.
- Gita Johar, Columbia University
- Shilpa Madan, Virginia Polytechnic Institute and State University
- Pierre Chandon, INSEAD
- Katherine White, University of British Columbia
- Laura Peracchio, University of Wisconsin-Milwaukee