Search results

1 – 10 of 20
To view the access options for this content please click here
Book part
Publication date: 27 June 2016

Seonaidh McDonald, Caroline J. Oates and Panayiota J. Alevizou

The purpose of this paper is to examine the ways in which academic researchers frame and conduct sustainability research and to ask to what extent we are limited by these frames.

Abstract

Purpose

The purpose of this paper is to examine the ways in which academic researchers frame and conduct sustainability research and to ask to what extent we are limited by these frames.

Methodology/approach

Our approach is based on an epistemological critique. We begin with a discussion of the ways in which sustainable consumption has been conceptualised within marketing; we question the influence of positivist social science research traditions and examine how research on sustainability is impacted by the structure of academia.

Findings

Our critical reflection leads us to suggest three ways in which sustainability research might be re-framed: a reconsideration of language, a shift in the locus of responsibility and the adoption of a holistic approach.

Research implications

We propose that in order to make progress in sustainability research, alternative frames, terms, units of analysis, method(ologies) and research ambitions are needed.

Originality/value

By making visible our collective, unexamined assumptions, we can now move forward with new questions and agendas for sustainability research.

To view the access options for this content please click here
Article
Publication date: 3 October 2016

Claudia E. Henninger, Panayiota J. Alevizou and Caroline J. Oates

The purpose of this paper is to examine what the term sustainable fashion means from the perspective of micro-organisations, experts, and consumers.

Abstract

Purpose

The purpose of this paper is to examine what the term sustainable fashion means from the perspective of micro-organisations, experts, and consumers.

Design/methodology/approach

This research is qualitative in nature, utilising a multi-methods case study approach (semi-structured interviews, semiotics, questionnaires). Grounded analysis was applied to analyse the data.

Findings

Findings indicate that interpretation of sustainable fashion is context and person dependent. A matrix of key criteria provides the opportunity to find common elements.

Research limitations/implications

Due to the nature of this research the sample size is limited and may not be generalised. Data were collected in the UK and are limited to a geographical region.

Practical implications

An important implication is that defining sustainable fashion is vital in order to avoid challenges, such as greenwashing, which were faced in other industries that have a longer history in sustainable practices. Micro-organisations should take advantage of identifying key sustainable fashion criteria, which will enable them to promote their fashion collections more effectively.

Social implications

The criteria identified provide assurance for consumers that sustainable fashion is produced with social aspects in mind (fair wages, good working conditions).

Originality/value

The paper proposes a matrix that allows micro-organisations to clearly identify their collections as sustainable.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

To view the access options for this content please click here
Article
Publication date: 22 September 2020

Iain Davies, Caroline J. Oates, Caroline Tynan, Marylyn Carrigan, Katherine Casey, Teresa Heath, Claudia E. Henninger, Maria Lichrou, Pierre McDonagh, Seonaidh McDonald, Sally McKechnie, Fraser McLeay, Lisa O'Malley and Victoria Wells

Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and…

Abstract

Purpose

Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact in sustainability, yet it is limited by relying on cognitive behavioural theories rooted in the 1970s, which have proved to have little bearing on actual behaviour. This paper aims to interrogate why marketing is failing to address the challenge of sustainability and identify alternative approaches.

Design/methodology/approach

The constraint in theoretical development contextualises the problem, followed by a focus on four key themes to promote theory development: developing sustainable people; models of alternative consumption; building towards sustainable marketplaces; and theoretical domains for the future. These themes were developed and refined during the 2018 Academy of Marketing workshop on seeking sustainable futures. MacInnis’s (2011) framework for conceptual contributions in marketing provides the narrative thread and structure.

Findings

The current state of play is explicated, combining the four themes and MacInnis’s framework to identify the failures and gaps in extant approaches to the field.

Research limitations/implications

This paper sets a new research agenda for the marketing discipline in quest for sustainable futures in marketing and consumer research.

Practical implications

Approaches are proposed which will allow the transformation of the dominant socio-economic systems towards a model capable of promoting a sustainable future.

Originality/value

The paper provides thought leadership in marketing and sustainability as befits the special issue, by moving beyond the description of the problem to making a conceptual contribution and setting a research agenda for the future.

Details

European Journal of Marketing, vol. 54 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 10 April 2017

Claudia Elisabeth Henninger, Panayiota J. Alevizou and Caroline J. Oates

This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing…

Abstract

Purpose

This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms.

Design/methodology/approach

Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC.

Findings

The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages.

Research limitations/implications

This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched.

Practical implications

Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice.

Originality/value

This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Abstract

Details

European Journal of Marketing, vol. 50 no. 11
Type: Research Article
ISSN: 0309-0566

To view the access options for this content please click here
Article
Publication date: 31 August 2010

Caroline J. Oates and Nicki Newman

This paper aims to identify the different types of food featured on children's television in the UK and how frequently they appear.

Abstract

Purpose

This paper aims to identify the different types of food featured on children's television in the UK and how frequently they appear.

Design/methodology/approach

A content analysis of children's television across four popular UK channels (CBBC, CBeebies, CiTV, Five) was carried out in Autumn 2008. All output including programmes, advertisements, sponsorship, trailers and idents was examined for verbal and visual instances of food and drink. Food and drink mentions were classified according to food categories.

Findings

The results showed a high incidence of food across the different kinds of output and across the four channels. In programmes, food mentions were skewed towards healthy (68.7 per cent v. 31.3 per cent) rather than unhealthy foods. The most frequent categories of food were fruit and vegetables, desserts, and grains.

Research limitations/implications

The findings presented here are based on four channels, and analysis of 84 hours of television content aimed at children. The study represents a qualitative picture based on a limited sample at a specific point in time.

Practical implications

The results demonstrate that Ofcom's latest UK guidelines on television advertising of HFSS foods are being adhered to during children's programmes, and question whether programming and other types of output offer a positive or negative view of food and whether they too require intervention.

Originality/value

The results widen the debate about obesity and television advertising by considering the importance of editorial content and other marketing communications in terms of food portrayal on children's television.

Details

Young Consumers, vol. 11 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

To view the access options for this content please click here
Book part
Publication date: 27 June 2016

Abstract

Details

Marketing in and for a Sustainable Society
Type: Book
ISBN: 978-1-78635-282-8

To view the access options for this content please click here
Book part
Publication date: 1 August 2017

Abstract

Details

Qualitative Consumer Research
Type: Book
ISBN: 978-1-78714-491-0

To view the access options for this content please click here
Book part
Publication date: 3 July 2018

Abstract

Details

Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

To view the access options for this content please click here
Book part
Publication date: 19 September 2019

Abstract

Details

Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

1 – 10 of 20