This workshop is organised by the Academy of Marketing Special Interest Group on Sustainability in collaboration with Centre for Research in Marketing and Society (CReiMS), Sheffield University Management School
13.00-13.30 Registration, welcome and introduction to the workshop with Caroline Oates and Claudia Henninger
13.30-14.15 Leah Watkins and Rob Aitken, University of Otago, New Zealand
14.15-15.00 Suzanna Opree, Erasmus University Rotterdam
15.00-15.15 Break and refreshments
15.15-16.00 Pallavi Singh,Sheffield Hallam University
16.00-16.45 Victoria Circus,University of Sheffield
16.45-17.00 Break and refreshments
17.00-17.45 Emerging themes and future plans. Facilitated by Caroline Oates and Claudia Henninger
17.45 Workshop close
18.30 Drinks and dinner (optional)
Please register to attend via the University online store
£20 for Academy of Marketing members
£30 for non-members
£10 for PhD students
Sheffield University Management School, Conduit Road, S10 1FL
Executive Board Room (Level D)
Envisioning a new consumption future
It is widely known and generally accepted that present rates of consumption and conventional forms of production are not sustainable and moving to a more sustainable future in relation to consumption and production is one of the greatest business and social challenges of our time (Sheth, Sethia and Srinivas, 2011). Equally as well-known are the social, psychological, political and economic factors involved in trying to change them. However, what is not so well-known are consumers’ visions of the future and the nature of what a sustainable
consumption future might actually look like. Understanding how consumers envision a sustainable future could provide the basis upon which strategies to achieve it may be developed. Accordingly, this pilot project seeks to identify consumers’ visions of the future. To do this, we use ‘backcasting’, a projective research method, that works forward to privilege ideal scenarios as ends and then backwards to identify the pragmatic means to achieve them.
Robert Aitken is Associate Professor and Head of the Department of Marketing at the University of Otago. His academic and research interests are in the area of consumer behaviour and, in particular, marketing ethics, marketing to children and the commercialisation of childhood, sustainability, advertising, branding, and, corporate social responsibility. Robert is the co-director of the Otago Business School Research Network for Sustainable Business. He is a constructivist who is interested in how people make sense of the world and an idealist in believing he can help to make it a better one. Address: Department of Marketing, Otago Business School, University of Otago, PO Box 56, Dunedin, New Zealand. [Email: firstname.lastname@example.org]
Reverse eco-socialisation from school to the home
I will be presenting my PhD research exploring whether or not a process of reverse eco-socialisation occurs between primary school children (aged between eight and 11 years old) and their parents in the family home, following Key Stage Two environmental education delivered in school. I will be exploring environmental and relational factors that might underpin the process and potential 'strategies of influence' used by children.
I am an ESRC White Rose 1st year PhD student at Sheffield University Management School, UK. My PhD is supervised by Dr Caroline Oates, Dr Mark Blades and Dr Panayiota Alevizou in collaboration with Project Earth Rock. My research interests include eco-socialisation, environmental education and environmental psychology. My previous research has studied reductions in meat consumption and sustainable alternatives to conventional meat, exploring perceptions to lab-grown meat, edible insects and meat substitutes. I am currently working on a revised manuscript for the British Food Journal with Dr Rosie Robison from the Global Sustainability Institute in Cambridge, UK.
Suzanna J. Opree
Promoting goods and the good life
This presentation will focus on two studies, both of which are built on the premise that advertisers use certain cues to sell goods and services to children. The first study is a 2018 content analysis of the materialistic cues in Dutch child-directed television commercials: What strategies do advertisers use to inspire children to long for evermore products? A distinction is made between cues that simply foster longing, cues that suggest that goods bring happiness, popularity, and success, and cues that cater to identity building. The second study (Opree et al, 2016; see below) will be touched upon only briefly to demonstrate that the mere use of these cues can affect children’s perceived well-being and happiness.
Suzanna J. (Sanne) Opree is Senior Assistant Professor of Quantitative Research Methods in the Department of Media and Communication at the Erasmus School of History, Culture, and Communication at the Erasmus University Rotterdam. Sanne’s research line, “The good(s) life,” focuses on the effect of advertising and commercial media on youth’s materialism and well-being, and transcends the displinary boundaries of communication science, marketing, and psychology.
Environmental reverse socialization: A conceptual model incorporating evidence from India
This presentation will discuss conceptual model development of the environmental reverse socialisation process on the basis of existing literature and extend the model incorporating empirical evidence from my research in India.
I am a Senior Lecturer in Marketing at Sheffield Business School, Sheffield Hallam University, UK. Before commencing my academic career, I was a civil servant in India. I obtained my MBA in Marketing and PhD in Ethical Marketing from University of Sheffield Management School, Sheffield, UK. My research interests include environmental education in schools and higher education institutions, sustainable consumption in families, socialisation theory, green consumer behaviour, child influence in family purchase decision making and consumer food waste. I have presented my work at several national and international conferences. I am a reviewer with the Journal of Consumer Behaviour, South Asian Journal of Global Business Research and Journal of Consumer Ethics. I also serve as a consultant for social businesses, charity organisations and not- for-profit organisations.
Building sustainable consumption and production literacy with NZ children
The continued increase in human consumption is recognised as posing one of the greatest threats to social well-being and environmental sustainability. The most recent UNICEF Report, Building the Future: Children and the Sustainable Development Goals in Rich Countries (2017), compared children’s knowledge of sustainable consumption and production issues (SDG 12) globally and places NZ children 35th out of 37 countries. Given the importance of building a sustainable consumption future and meeting our responsibilities to the UN’s SDG’s, the fact that NZ children fare so poorly is cause for concern. We will report on a pilot study undertaken to develop a reliable measure of children’s (ages 11-12) knowledge, attitudes and behavior in relation to sustainable consumption and to pre-test content developed to meet gaps in this knowledge.
Dr Leah Watkins is a Senior Lecturer in the Department of Marketing at the University of Otago, New Zealand. Her research interests lie in the area of marketing and society, specifically consumer lifestyles, ethical business/consumption, and children and marketing. Leah’s current research projects include KidsCam, a project investigating the consumption environment and socialisation influences on children, and the New Zealand Consumer Lifestyles study, which examines ethical consumption practices, frugality, consumer well-being and consumer spending patterns. She is a founding member of the global Future Earth Knowledge Action Network focussing on the UN Sustainable Development Goal of Sustainable Production and Consumption. Leah has published in a number of leading journals including International Marketing Research, Marketing Intelligence and Planning, the Journal of Cleaner Production, the Journal of Consumer Affairs, and the International Journal of Consumer Studies. Her current research focus is on applying her knowledge of behaviour change theory at the individual, organisational and community level to address the important goal of moving towards a sustainable consumption future.