9 June 2021: Better Marketing for a Better World forum
The Special Issue of the Journal of Marketing on Better Marketing for a Better World (BMBW) brings together wide-ranging research to assess, illuminate, and debate whether, when, and how marketing contributes to a better world. Join the BMBW initiative and authors of the JM Special Issue on Wednesday 9 June to discuss the articles addressing sustainability and climate concerns.
Articles and participating authors:
- Social-Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China (Wanqing Zhang, Pradeep Chintagunta, and Manohar Kalwani)
- Buy Less, Buy Luxury: Understanding and Overcoming Product Durability Neglect for Sustainable Consumption (Jennifer Sun, Silvia Bellezza, and Neeru Paharia
- “How Do I Carry All This Now?”: Understanding Consumer Resistance to Sustainability Interventions (Claudia Gonzalez-Arcos, Alison M. Joubert, Daiane Scaraboto, Rodrigo Guesalaga, and Jörgen Sandberg)
- From Waste to Taste: How “Ugly” Labels Can Increase Purchase of Unattractive Produce (Siddhanth (Sid) Mookerjee, Yann Cornil, and JoAndrea Hoegg)